FX Promotes New Show with Clown Impersonators - Event Marketer

FX Promotes New Show with Clown Impersonators

2016 Ex_EX_Guerilla_FXNetwork
Brand: FX NETWORKS
Agency: HADLEY MEDIA
Awards: EX AWARDS — BEST USE OF GUERILLA/STREET MARKETING
Year: 2016

If you don’t find clowns funny, a street team of 30 shaggy-haired clown impersonators running around Greater Los Angeles might change your mind. That’s what FX was betting on when it activated a quirky street stunt to promote the premiere of its show “Baskets,” about Chip Baskets, an aspiring clown who’s down on his luck. The brand deployed three groups of clown impersonators who performed various duties throughout L.A. to reach a variety of audiences and showcase the absurd humor portrayed in the show, generating 2.6 million Twitter impressions along the way.

To make the activation more authentic, FX dressed its army of clowns in custom-made costumes identical to those found on the show, and brought in professional makeup artists to ensure each impersonator looked just like the show’s star. From there, the professionally trained actors were divided into three groups. Gifting Clowns were equipped with colored chips that represented various prizes, which were distributed to consumers who answered calls to action on social media and local radio programming. Everyday Clowns performed ordinary tasks like sampling hummus at the farmer’s market or taking a yoga class. Shadowing Clowns mimicked “Baskets” advertising by lounging at bus stops already displaying Chip’s face or standing underneath “Baskets” billboards.

By day’s end, the stunt earned FX over 101,000 Instagram impressions and countless (non-creepy) chuckles.

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