DMM was pleased to partner with FOX to kick off a very lethal campaign for Lethal Weapon! One of FOX's biggest debuts of 2016, Lethal Weapon entered the fall season with much anticipation from the franchise's loyal fanbase. Our role at DMM was to maintain this excitement and further drive engagement through humorous community management, solid calendar planning, and entertaining social activations.
Driving home the heart, humor and family themes of Lethal Weapon, our most popular social initiatives included live tweet nights for both East and West Coast airings and a “12 Days of Riggsmas” initiative highlighting fan-favorite character Martin Riggs.
Tying into the show’s heavy push for all-things bromance, our team also launched a Lethal Weapon Best Bud microsite activation in which users could discover their best buds on Facebook. The ultimate prize? A lavish trip to join the cast on the Lethal Weapon set! Our overall social management for Lethal Weapon was met with much enthusiasm from the ever-growing fan base – a group that has grown to over 200,000 followers across all social platforms!
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