Fallon has been named the winner of Adweek’s Media Plan of the Year competition in the Best Use of Alternative Media category for its IFC Portlandia campaign.
To promote its third season, Fallon created the Portlandia Marketing Cooperative, an unconventional, largely grassroots approach that encouraged fans to participate directly in the series’ advertising, thereby strengthening their ties to the show.
They recruited 3,000-plus co-op members and invited them to create knitted coffee cozies inspired by the show and submit series-themed images via Instagram.
“Portlandia fans were already doing ‘crafty’ things on their own, so we knew the co-op opportunities would be something that should appeal to them,” says agency Media Director Niki Dobratz.
More than 1,700 knit coffee cozies were submitted, and co-op members were paid $10 per cozie to cover the cost of materials and shipping. The cozies were distributed by independent coffee shops in designated markets that already carried Portlandia-branded cardboard coffee sleeves.
All co-op members received free posters bearing the image of Colin, a chicken that appeared in one of the show’s sketches, and Portlandia’s Twitter feed was turned over to six different groups or individuals for a week each. Portlandia’s Twitter account grew by 70 percent during this time.
As a result of the campaign the January 4 10 p.m. Season Three premiere drew 645,000 total viewers, almost 30 percent more than Season Two, based on live-plus-three-day data. Portlandia delivered more than 1.1 million total viewers in 731,000 homes when combined with the second airing at 10:30 p.m.
About Fallon: Fallon Minneapolis is a division of Fallon Worldwide, a part of Publicis Groupe S.A., based in Paris. Fallon Minneapolis’ clients include: Travelers, Nestlé Purina, Cruzan Rum, Deluxe Corp, H&R Block, Comedy Central, IFC, and The Cosmopolitan of Las Vegas Resort & Casino. Fallon Worldwide is one of the world’s most critically acclaimed creativity companies, delivering inventive business solutions for some of the world’s leading brands. Additional information can be found at www.fallon.com.
Julie McBride, Director of Talent & Communications