It took the longest-running scripted TV show to pull off a record-shattering Twitter marathon.
How do you turn a 12-day Simpsons marathon into a social media phenomenon? You live-tweet the entire thing, of course.
Armed with audience insights and some deep Simpson’s know-how, I led a team of 12 writers, designers, community managers and strategists to develop a highly detailed content calendar that included hundreds of pieces of episode-specific graphics, memes, quizzes, gifs and trivia, all designed to spark real-time engagement to drive tune-in to the marathon.
10,000 tweets and zero breaks later, the #EverySimpsonsEver live tweet inspired nearly half a million tweets from the fans. For the duration of the marathon, FXX was the most-watched cable network among P18-49, reaching 14.1M adults and 24.9M total viewers.
“It was emotional in ways that we didn't anticipate. It really resonated. We all went around slack-jawed about the public affection it received.”
— James L. Brooks, Creator of The Simpsons