For the fourth consecutive year, Audi of America returned as the official automotive sponsor of the Television Academy for the 66th Primetime Emmy® Awards. The challenge? Sponsors of the Emmy Awards receive little earned media attention outside of the advertising trade. The earned media conversation almost entirely centers on award show predictions/winners, fashion/beauty and celebrity gossip. In a crowded space where sponsors receive little organic buzz, how can a brand drive substantial earned media and measurable consumer engagement as part of a sponsorship?

The solution? “Barely Legal Pawn” -- a comedic and branded online video staring Bryan Cranston and Aaron Paul as seedy pawn shop owners Buzz Jackson and Randy Jackson. The video also starred Julia Louis-Dreyfus who, playing herself, tries to sell her “Seinfeld” Emmy to help her pay for an island she mistakenly purchased after a night of too much wine.

The video was hosted on the Television Academy’s YouTube channel and pitched wide to reporters, editors, bloggers, fans and influencers and socialized it through Audi channels. The video had ZERO paid distribution.

"Barely Legal Pawn"acheived over 8.6 million views, topping viral video charts across automotive and entertainment. The video owned nearly 50% of all pre-Emmy share of voice with in the first 24 hours of release, and had visibility in 128 countries with over 225 Million media impressions.

1. Create a comedic, shareable video that would hijack the Emmy media blitz, generate millions of views and garner substantial earned and social media with zero paid distribution.

2. Tap into pop culture with the right talent and story that would resonate with millions.

OUTPUT/AWARENESS

Earned media highlights

• Covered in 128 countries

• 17 broadcast stories: 20+ million impressions (Good Morning America, CNN Headline News, Entertainment Tonight, EXTRA, etc.)

• 186 print and online stories: 205+ million impressions (homepage placements on Yahoo!, Mashable, TIME, BuzzFeed, USA Today, Hollywood Reporter, Variety and E!)

• “Barely Legal Pawn” owned nearly 50% of all pre-Emmy share of voice within 24 hours

KNOWLEDGE/CONSIDERATION

Positive sentiment on YouTube:

• 98k likes, less than 1.5% total dislikes, 6.5k comments

Topped viral video charts

• #1 on USA Today’s Web To Watch Top Picks

• #1 Video of the Week on AutoNews.com

• #2 on AdWeek.com’s Viral Video Chart

ACTION/BUSINESS IMPACT:

• 8.6 million YouTube views

• 203.8+ million social media impressions

• #1 Reddit.com on homepage

• #BarelyLegalPawn was a Facebook trending topic

• Fans created their own Tumblrs, websites, art and collateral (e.g. t-shirts, GIFs, etc.)

"Barely Legal Pawn" was hosted on the Television Academy’s YouTube channel. It was distributed the week before the Emmy Awards to hijack the new coverage cycle before it began.

To maximize engagement, the video was pitched wide to reporters, editors, bloggers, fans and influencers at online, print and broadcast outlets, and socialized it through Audi channels. The video gained so much traction online that fans created their own Tumblrs, websites, art and collateral (e.g. t-shirts, GIFs, etc.). Some fans were even begging for "Barely Legal Pawn" to become a real show.

During the Emmy Awards, a crowded entertainment news cycle, Audi recognized the value of creating an entertaining and shareable original video featuring high-caliber talent that would break through the clutter, generating substantial views and considerable earned and social media.

Branded content is an effective way to generate awareness, but today’s consumer is especially discerning. Content that clearly panders runs the risk of losing views. And, to get people to watch is only half the battle. Getting people to share is the greater challenge. It was important to create a video that delicately walked the fine line between branding and storytelling, and more importantly, drive virality.

To get people to watch and share the video, it needed the perfect combination of talent, the right storyline and pop-cultural relevancy. In 2013, fans around the country were devastated when the popular TV show "Breaking Bad" went off the air. "Barely Legal Pawn" would reunite, for the first time, actors Bryan Cranston and Aaron Paul, and throw in a third unexpected character, TV actress Julia Louis-Dreyfus. All three actors were nominated for 2014 Emmy Awards.

Through humor, hidden references and dialogue, "Barely Legal Pawn" allowed viewers to connect emotionally with the content. For fans, the video was a giant inside joke. The video subtly integrates the 2015 Audi S3 Sedan as Louis-Dreyfus’ car of choice.