On New Year’s Day, FOX premiered their new parenting comedy series, “The Mick” starring Kaitlin Olson (It’s Always Sunny in Philadelphia) as Mickey, a woman without money or scruples – but plenty of hustle – who unexpectedly finds herself in charge of her sister’s spoiled children. In the weeks leading up to the premiere Mickey took control of the show’s marketing campaign to share her own uncensored opinions on parenting (it sucks). Instead of relying on FOX’s marketing experts, she made it up as she went along with FOX’s social channels, Times Square billboard and budget all at her disposal.
In reality, FOX worked with 360i and Vizeum to integrate paid, earned and owned strategies for Mickey’s campaign. Centered around Mickey’s personal take on parenting, the campaign deployed the #KidsAreDicks hashtag to encourage fans and parents to share their most hilarious and agonizing interactions with kids. The #KidsAreDicks campaign generated 18.6 million total impressions, 5.9 million total video views and contributed The Mick becoming FOX’s highest rated premiere since Empire, with 8.6 million viewers and the night’s #1 entertainment program among target demographics.
Overall four videos documented Mickey’s promotional takeover, from ideation to wrap. Along the way she took over FOX’s coveted billboard in Times Square to share her favorite #KidsAreDicks fan tweets and her resolutions for the New Year. The Times Square Billboard was positioned perfectly in order to find its way onto ABC’s, NBC’s, Fox News, and CNN’s New Year’s Eve specials with multiple exposures. On the day of the premiere, Mickey literally bribed fans, encouraging them to share their excitement for the show on Snapchat in return for cold hard cash.
In all, the integrated campaign and Mickey herself are meant to mirror today’s cultural shift that champions real moms with real problems over the perfectionist Tiger Mom.
Be sure to catch Mickey in action every Tuesday on FOX at 8:30/7:30c. You can read more about the #KidsAreDicks campaign in Variety.