This Is Us is the breakout hit that fans can't stop talking about online and off. Nominated for nearly 40 awards during the 2017 season (including three Golden Globes and five Emmys), This Is Us captivated audiences all over the world with its highly relatable storylines in season one and left fans yearning for more from the iconic cast.
Entering season two, we were tasked with making This Is Us even bigger on social than season one while still maintaining a close relationship with all of our fans. We chose to launch our efforts with a Season 2 "First Look" clip backed by a very strategic roll out plan which resulted in more than 50M views on Facebook alone.
This Is Us x Pre-Premiere: S2 "First Look" | Big 3 Birthday Challenge | EW Cover Battle
Super Bowl LII, otherwise known to This Is Us fans as "the day the episode that Jack dies aired" or the "Super Bawl" was a monumental episode for us. 27M viewers tuned in and 4M social reactions were produced through our compelling original content, unprecedented cast support, and most importantly, a community management strategy where we (literally) embraced our fandom digitally.
This Is Us x Super Bowl LII: Life Of Jack Tribute Video
To build conversation in the days leading up to the finale, we supported a number of SXSW activations on social including an X-Finity Facebook live Q&A, panel live tweeting, and shared tons of BTS content through the show’s Instagram Stories. Additionally, we continued our human-first approach to fan interaction by setting up a voicemail line where fans could leave a message for the This Is Us cast. We responded to many of these messages through text and even had Justin Hartley and Mandy Moore return a few fan calls.
This Is Us x SXSW: Social Promo | SXSW Flyers | Justin & Mandy Call
The This Is Us finale had fans world-wide buzzing (and trending), resulting in 1.2M interactions. and ranking as the 4th episode of the top 8 most-social primetime episodes in 2018 thus far.
Through building relationships with our fan "family" online that are deeply emotional and passionate throughout the season, we have been able to provide a digital space for fans to connect, discuss, and celebrate all of life’s milestones with viewers and cast alike.
THE NUMBERS
4.4M+ fan community
Most social broadcast series airing of 2017 according to Nielsen Social
#2 ranked primetime drama by Nielsen Social Content Ratings for the entire Fall 2017 season
Season 2 premiere and coveted Super Bowl episode amongst the top 10 social broadcasts of all time
50M views within 48 hrs for S2 “First Look” spot
