Billions
Campaign I worked on at Movement Strategy for the return on Billions Season 5 part 2.
A few days before the premiere, we created a regular user Venmo account for Showtime, with the fan-recognizable-name Dollar-Bill-Billions and loaded it with $5,000. We created a single tweet for Billions fans to be posted by @SHO_Billions. On premiere day, Showtime’s Billions pinned this tweet, telling folks to hit up Dollar Bill on Venmo.
When the premiere episode began, we doled out the cash by paying a random selection of 50 Venmo friends $100 each.
In the span of 12 hours, the surprise payout stunt garnered 7.4K total owned engagements and 14.5K total mentions (an 18.8% increase from Season 5 Part 1), with zero paid media support
Overall the campaign generated 1M total impressions and helped support a wildly successful premiere night for the return of Season 5 of Billions, with #Billions trending on Twitter within the first seven minutes of the start of the premiere — all propelled by one pinned tweet.
The campaign won a Bronze Award at the Clio Entertainment Awards & The Shorty Awards. You can read more about it here.
Wrote this tweet to get the venmo stunt rolling.
Pitched and sold in Trivia Tuesday. Don’t worry I won’t quiz you.
Awards:
Clio Entertainment - Bronze: Television/Series: Social Media (Other)
Shorty Awards - Bronze: Contest or Promotion
ADDY (CA Regional) - Silver: Social Media Campaign
ProMax - Silver: Talent/Influencer Integration Using Social Media