Cannes Lions

Boston Focused TED Campaign

PEACOCK, Los Angeles / PEACOCK / 2024

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Overview

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Credits

Overview

Background

To create an unmissable experience that generated continued earned media and social conversation, intended to drive awareness and tune in of the IP amongst award voters and consumers.

To continue to bolster Peacock’s brand perception through big swing activations for brand-defining IP, such as ted.

Idea

Make Ted unmissable in Boston. Like Carrie Bradshaw & NYC, Rocky Balboa & Philly, or Stephen King and Maine– Ted is a Boston [well, Framingham, MA] legend, and what better way to promote his series than by doing a complete takeover of his home city? From custom radio spots in local media to massive OOH in the iconic TD Garden to a love letter to the city in the Boston Globe. By doubling down on our local media buys, custom OOH in strategic locations, and emulating the spirit of the city while staying true to Ted’s comedic tone when traveling to other markets, we made it so that there was no escaping ted in Boston.

Strategy

To directly target the everyday Bostonian, we brought Ted’s authentic Boston voice to life around the city. By focusing on what is essential to the people of Boston [besides ted], we pinpointed the best placements for our paid media, out-of-home, and stunts. Embedding Ted throughout the city made the campaign visible during work commutes, sporting events, and within local media. Taking advantage of the Boston Globe's 130k+ circulation, 76,000+ attendees during our four game Celtics stretch, XXX impressions during our LA Live “Your Team Sucks” Christmas game stunt, and 453,558 impressions in the North Station, Ted became an even bigger Boston phenomenon.

Execution

Over January, Ted took over Boston via OOH, Paid Media, and stunts. We had several pieces of custom creative in TD Garden during four sellout Boston Celtics games, a full-page ad in Ted’s voice in the Sunday edition of the Boston Globe, and custom “Ted” ad reads targeting local Boston sports radio.

Outcome

The earned media that came from ted stunts propelled hundreds of thousands of impressions.

As a result of our tailored approach to the Boston market combined with our 360 approaches across press, social, and talent engagement, ted reached #1 comedy status in the U.S. across all streaming platforms, according to Nielsen.

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