After a mysterious disease kills every resident over 21 years old, survivors of a town must fend for themselves when the government quarantines them. Innovate By Day collaborated with Don Carmody Television and Canadian broadcaster City to produce the digital and out-of-home marketing campaigns for the City/Netflix sci-fi drama Between. A key component of the engagement campaign was the live digital aftershow, Inside Between, which accompanied Season 2.
GOALS
1
Increase Canadian audience awareness of the series in the show’s second season
2
Reach and engage the superfan audience to drive appointment viewing of the show’s Canadian broadcast
what we did
Social and Digital Strategy | Digital Content Creation | livestream | Social Media Community Management | Media Buying | Out-of-Home Advertising | Digital Video Production
Building on a successful first season, we produced a live digital after show, Inside Between, and ran online and out-of-home marketing campaigns in support of Season 2.
The after show, Inside Between, streamed live directly following each episode's initial Canadian broadcast, then remained available for on-demand viewing. Each episode featured members of the series cast and was hosted by YouTuber ALB and Carmilla star Nicole Stamp. Winners of the weekly superfan contests were brought to Toronto to be in the live studio audience and meet the cast and hosts.
Other elements of the campaign included out-of-home advertising including subway posters and streetcar wrapping, fan engagement contests, leveraging key influencers, electronic press kit, digital marketing videos, a new website, an interactive map, and a profiler quiz.
results
SOCIAL MEDIA
Over 24 million impressions, over 2.6 million video views and over 200,000 engagements across online platforms during the Season 2 campaign
LIVE DIGITAL AFTERSHOW
Over 19,500 views of Inside Between
DAVID CORMICAN
PARTNER & PRESIDENT, DON CARMODY TELEVISION
Navigating the digital and social components to any series can be a daunting task any day of the week. The great news is that when working with Deb and the team at Innovate By Day, they have an insanely talented team who will eat, breathe, sleep the creative for your show. They work with and nurture your talent, while creating incredible convergent content and social interactions that deliver above and beyond results that translate into meaningful fan engagement combined with powerful, tangible and enhanced awareness for your brand/series in what is a very busy digital landscape with ease, comfort and laser focused expertise.