The social campaign for Sneaky Pete focused on humanizing Marius’ difficult choices throughout season one, creating relatable moments that allowed audiences to connect with the show on a deeper level. Our creative content contained a strong level of interactivity, actively engaging users to participate in and live the Sneaky Pete story for themselves, whether through Facebook’s Canvas units, Twitter’s conversational ads, or videos detailing the “art” of lying. Our team also helped strategize the creation of a lie detector microsite through which users could fully step into Marius’ shoes and prove their skills in the art of lying.
DMM was also able to leverage the all-star cast consisting of Bryan Cranston, Giovanni Ribisi, and Margo Martindale, and activate their strong fanbases with a series of videos captured during press week. Fans loved the show’s suspenseful yet playful tone, which we emulated in our community management through witty responses and curated reactionary GIF content.