Best Electronics Integrated Ad Campaign

Widely hailed as one of 2016’s best new series, TBS’ Search Party returned for a second season in November 2017. To drive anticipation, TBS engaged tastemakers and press with a suspenseful premiere event.

Search Party epitomizes millennial tastes, trends and music, while the serial narrative unfolds through a convention-defying mash up of satire, mystery, and dark drama that draws millennial audiences. Search Party’s unique and millennial brand equities made for a perfect partnership with JBL, a brand known for its vibrant energy and boundary breaking performances.

TBS and JBL partnered to create an immersive influencer and premiere event which served as the core of JBL’s multi-platform sponsorship of Search Party’s second season. The partnership was amplified by JBL-integrated social content, a cast-driven ticket giveaway, and custom on-air and digital promotions. At the event, unsuspecting attendees were plunged into a participatory mystery performed by acclaimed theater company Punchdrunk (Sleep No More), with sound engineered specifically for JBL headphones, which guests were provided with in order to be fully immersed within multiple 3D soundscapes. Press and tastemaker reactions were overwhelmingly enthusiastic with stories in Vogue and Buzzfeed.

Custom social pieces highlighting the Guilty Party over-delivered guarantees, reaching 3.7M Impressions. Turner’s post-campaign study proved that JBL found their trend-seeking target. All KPI’s gained: Brand Awareness, Consideration, Purchase Intent and Affinity. Most importantly, JBL as first choice for next purchase leapt 9pts (biggest gain over 4 competitors).

Contributors:

Media Agency:	Initiative
EVP Content Partnerships:	Dan Reiss
SVP Content Partnerships:	Jenn Cohen
Director Content Partnerships:	Blair Shiffman
Coordinator Content Partnerships:	Saron Strait
Turner Production:	John Quick
Turner Production:	Meira Merlis
Turner Production:	Karen Hutchinson

TURNER: TBS

Location: USA