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Feed the Beast

Launch Campaign

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FTB_Header_Logo_WINE

The signature dish in AMC’s new Tuesday night lineup, “Feed the Beast” is a darkly comedic drama that pits two lifelong friends against personal demons, the mob, and NYC’s cutthroat dining scene. For the world class sommelier and ex-con chef, their only shot at redemption is to go all in on a dusty pipe dream and a recipe for disaster.

 

THE RECIPE

Starring DAVID SCHWIMMER and JIM STURGESS, “Feed the Beast” introduces audiences to a unique combination of ingredients; in addition to building on AMC’s darkly comedic pedigree, it also taps into the underserved ‘foodie’ demographic – an audience hungry for quality scripted content that transcends the typical reality and food competition programs.

Strategy

 

COOKING UP A POSITION

Before you can cook, you need to prep. We identified the fundamental thematic elements to make our campaign stand out from the crowd. For “Feed the Beast,” our core Campaign Strategy and Show Position were simple:

LANGUAGE

 

MORE THAN A LOGLINE

With the foundation in place, we kicked off creative development with a robust language and copy exploration. We delivered a full range of language for publicity, as well as copy, taglines and concepts.

KEY ART

 

THE RIGHT IMAGE

From copy we moved on to Key Art, working with AMC and the show creators on several preliminary rounds of focused creative development.

 Final Execution by AMC

CONCEPT SPOTS

 

WHETTING THE APPETITE

Concurrent to the Key Art exploration, we developed a variety of concepts and storyboards for two :30 promos that would kickstart AMC’s audience-facing campaign.

FTB_KeyAbleScripts7

Concept Spots

 

TEN HOURS.
THREE SPOTS.
ONE LONG TAKE.

Working closely with AMC’s On-Air team and the show creators and crew, we took over Kaufman Studios in Queens, shot on the freshly built Thirio set, and managed to avoid lighting anyone on fire.

SOCIAL

 

SUBVERSIVE SOCIAL

“Feed the Beast’s” unique blend of crime and cuisine is what makes it such compelling TV. Collaborating with AMC’s social team, 
we developed a range of creative that discreetly — and not so discreetly — introduced FTB’s distinctive palette.

Social-test-postsonly

EXPERIENTIAL

 

BUILDING THE BEAST

For the final push to the premiere, we partnered with AMC’s Promotions & Activations team to create a one-of-a-kind installation in the heart of Times Square. Part spectacle, part social driver, the experience served up “Feed the Beast” to the hungry public.

ExperientialIntro-KeyableImages-New

EXPERIENTIAL

 

1 GIANT KNIFE.
4.8 MILLION IMPRESSIONS.
530% INCREASE IN REACH.

And those numbers are just on social! Lined up with Memorial Day weekend and NYC’s Fleet Week, foot traffic in Times Square and at the event was well over 400,000 a day. Branded swag and printed selfies didn’t hurt guests’ appetite, either.

PRESS & PR

 

FEED THE INFLUENCERS

Timed to arrive immediately after the Times Square Experience, our laser-engraved Influencer Kits, complete with a human-sized cleaver 
and talent-approved corkscrew, kept the story alive on social in the days leading up to the June 5th premiere.

RESULTS

 

THE LAUNCH

Over the course of 9 months, we worked with multiple AMC teams on the many components of this all-encompassing campaign. Our collaborations helped “Feed the Beast” achieve some of AMC’s strongest digital and social momentum for a premiering series to date.

“‘Feed the Beast’ is tracking with the strongest digital momentum during premiere week, with nearly 1.2MM engagements … ahead of ‘Preacher’ (793k) and ‘The Night Manager’ (118k) in their premieres.”

Variety, June 2016
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