After the success of Ted Lasso’s first season on AppleTV+ we were tasked with making the show a part of culture in the lead up to season 2. In the show, Ted's character is a charming force of positivity in the face of adversity, using his wit and charm to win over hearts and minds. He's helpful to anyone and everyone that asks for it.

The creative idea was to take the core of the show and turn it into a social activation, giving anyone a chance to personally experience Ted Lasso's positivity. Moreover, we wanted spread kindness in places that need it most and make it feel as if it was coming from Ted himself.

Our audience was anyone on the internet who could use some positivity. We identified Twitter as the perfect platform to launch a campaign around unexpected kindness—a place not known to be terribly kind and a place where Ted can interact directly with the people. We planned to launch on Say Something Nice Day, which aligned with the creative idea.

On Twitter for Say Something Nice Day, we had the official Ted Lasso account send out a single tweet, offering kind words to anyone who asked. In real-time as the requests poured in, we had a team of writers craft personal messages from Ted himself. The work ran for a single day on Twitter and was orchestrated by the @TedLasso Twitter account.

The Ted Lasso #toastme campaign trended #2 all day (second only to #PrideDay) and earned over 300 million impressions without a single ad dollar spent.