Scandal

In its first season, Scandal had not yet found the audience it deserved. We believed the show had all the ingredients of a breakout hit: high-stakes storytelling, a magnetic lead, a passionate cast, and the kind of emotional urgency that could drive live conversation.

The Challenge

How do you turn a series with untapped potential into appointment viewing and measurable audience growth?

The Strategy

We developed a multi-screen marketing and social strategy designed to make Scandal feel urgent, participatory, and impossible to watch alone.

By combining television storytelling, in-program social calls-to-action, talent participation, live conversation, and digital advertising, we helped build a fandom engine that drove both real-time engagement and live viewing.

Scandal became the first television series to feature in-program hashtags tied to a narrative arc, with #WhoShotFitz becoming a breakthrough campaign moment in social TV history.

Scope

Multi-Screen Marketing Strategy
Social TV Strategy
Content Strategy
Digital Advertising
Talent Coaching
Events

Impact

Scandal’s ratings grew in tandem with the volume of social conversation, helping it become one of the fastest-growing and highest-rated shows on television. The multi-screen strategy helped drive significant advertising value, with the show generating more than $300 million in ad revenue the year the strategy first launched.

Watch me discuss Scandal Social Media Strategy at TVNext.