Encouraging superfans of The Office to enter a social contest to find the biggest fan of the show and drive follower growth to Peacock’s Instagram channel.
Peacock partnered with Digital Media Management (DMM) to activate comedic influencers to drive entries into a week-long Dundies contest to find the biggest superfans of The Office. Influencers created custom content illustrating their own fandom while promoting the contest and letting their followers know all seasons of The Office were available to watch for free that week.
DMM executed the influencer campaign partnerships with three top-tier influencers. Each influencer paid homage to a different aspect of the show, driving engagement among superfans and encouraging entries into the contest.
They posted character impressions, scene recreations and remixes of the popular theme song showcasing examples of superfan content worthy of a highly coveted Dundy Award. Their captions and videos included a CTA to follow @peacocktv to enter the contest, laddering back to the brand’s goal of increasing its Instagram followers.
In total, the 3 paid influencers posted a total of 5 pieces of content, resulting in a collective 263K organic impressions, 38K engagements, an impressive engagement rate of 14.4%, and 378K total video views.
You already knew I was the biggest fan of #TheOffice but now you can be too! This week, Peacock is hosting a contest to find the biggest fan of the show for a chance to win a Dundie. All you have to do is post a photo or video on Instagram or Twitter, follow and tag @peacocktv , and use #Dundies2021Contest to enter. If you need inspiration, Peacock has made EVERY EPISODE FREE, this week only. Contest Rules: http://bit.ly/Dun20
Vincent Marcus (@vincentmarcus)
THE OFFICE IMPRESSIONS 😂 @peacocktv is having a contest to find the biggest fan of The Office! Submit a video or photo on Instagram or Twitter that proves you’re the biggest fan of The Office using the hashtag #Dundies2021Contest and follow/tag @peacocktv for a chance to win an ACTUAL DUNDIE AWARD!!! Contest Rules: http://bit.ly/Dun2021
I love The Office! Peacock is hosting a contest to find their biggest fan so they get a chance to win a Dundie. All you have to do is post a photo or video on Instagram or Twitter and follow/tag @peacocktv and use #Dundies2021Contest to enter! AND you can watch every episode for FREE this week! I love free things!! Contest Rules: http://bit.ly/Dun2021 #ad
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