In typical Mayhem fashion, he disregarded best practices of frequency and consistency. For Mayhem, being expected was about the worst thing he could be.

Our strategy came to life in three paths:

1. Mayhem delivered backstories to his broadcast film content

2. During key times of the year, Mayhem assumed various forms and told his stories exclusively through social media (“I'm your in-laws who came to visit for the holidays”).

3. We used real-time storytelling to engage Mayhem’s community on relevant conversations that unfolded in real-time. And true to the nature of Mayhem, these were entirely unplanned and unscripted.

During the television and social launch of 'Grill', Mayhem received 15,375 social interactions on Facebook and Twitter. People's interest was captured and they sought out the television spot, gaining a total of 105,890 video views online expanding our reach and engagement.