360 SERIES LAUNCH
How do 326 people mysteriously vanish from a small American town? That’s the question that obsesses investigative journalist Lia Haddock, played by Jessica Biel, in the first-ever original series from Facebook Watch.
And my obsession? Helping build a killer 360-degree integrated campaign that would play over six months from the first Announcement piece to fan experiences during Premiere Week. While we would leverage all tactics, it was critically important to showcase mastery on the show’s native platform, Facebook.
My work would helped win our agency pitch, then draw audiences deeper into the world of “Limetown”, telling stories and building the central mystery of what happened to the missing…
PHASE 1: ESTABLISH THE VOICE
The earliest phase of the campaign was about introducing the dark mystery at the heart of the series. But instead of posing a passive question — “What happened to the 326?” — my strategy identified that channeling the voice of our protagonist, Leah Haddock. Capturing the obsession that drives her led to a more intense tagline that really draws audience in:
326 PEOPLE DON’T JUST GO MISSING
Digital OOH on the corner of 49th & Columbus
In tandem with OOH, we invited fans on Instagram to “Meet The Missing”. After the reveal of Jessica Biel, users scroll endlessly down, soaking in the faces of 326 human faces. This impactful approach convey the sheer weight of the loss, and the stakes of knowing the truth.
“Meet The Missing” on Instagram
At the end of the scroll, copy reveals that the “subversive” voice of the campign thus far belongs to Jessica Biel’s character. Audience knew the mystery, and who was looking to expose the truth? But who wanted to hide it?
PHASE 2: INTRODUCE THE COUNTER-VOICE
Right after establishing the subversive voice of Lia Haddock, we introduced its opposite: an upbeat, enthusiastic corporate entity looking to recruit new team members. Of course the vagueness of the messaging, together with the trigger-word “Telepathic” unnerved audiences, while teasing another piece of the puzzle.
In OOH, the conflict between Subversive and Establishment went from a simmer to a boil. The recruitement posts were “sabotaged” by key-art that forcefully brought back the The Missing, now with the twist of their faces scratched out to spell the title. This new title treatment elevated the stakes in a real way.
Wild Posting on Olympic Blvd.
Recruitment efforts continued on Facebook. We targeted News Feeds with an eye-catching realty listing for a “dream home” in Limetown, Tennessee. But then subversion answers, as the photo is “taken over” by rot and decay: weeds grow out of control, paint peels, the metal rusts. The listing copy also rearranges into a new message:
IN LIMETOWN 326 PEOPLE WENT MISSING
NO ONE SPOKE OF IT FOR 15 YEARS
ONE WOMAN WILL SEARCH FOR THE TRUTH
With the story of the series established, the next phase of our integrated campaign called for activations and experiences leading up and during Premiere Week.
“FIND YOUR FRIENDS” (SAN DIEGO COMIC-CON)
If you’ve ever been to Comic-Con, you know it’s almost impossible not to get separated from your friends. I envisioned a stunt with true utility: giving away Limetown-branded trackers to groups entering the main Convention Hall.
This product integration with Tile® leveraged their existing products and app, while “reporters” from APR, the radio program where Lia Haddock is a reporter (another story reveal) assist fans with tracker setup while delivering a scripted message of warning about going missing…
“LIME-TOWN, USA” (PREMIERE WEEK)
For premiere week, I imagined a co-branding partnership with Lime, offering riders free rides or minutes for engaging with Limetown content. These eye-catching rides offer an immediate, tangible benefit to users while driving the visibility and awareness of the series.
We would re-skin both the physical Lime scooter, as well as the app interface, so that a mysterious Limetown presence is immediately recognizable, generating organic buzz around the premiere. Messaging would revolve around activating fans to help Lia Haddock’s quest to “FIND THE MISSING 326”.
“FACEBOOK WATCH PARTY” (PREMIERE EVENT)
Facebook Watch is all about creating a seamless connection between watching and engaging on Facebook. To reinforce this connection, I proposed turning a major venues like L.A.’s Cinespia into the world’s biggest Facebook Watch Party. For influencers, talent, and excited fans, dual screen would simultaneously play the show and scroll the Watch Party chat among the audience sharing their theories, reactions, and emotions in real time.