FOX
UNIVERSAL BASIC GUYS
FOX’s new adult animation series, Universal Basic Guys, follows brothers Mark and Hank Hoagies who suddenly find themselves with no jobs. Luckily for them, the town started a radical Universal Basic Income pilot program, giving all residents monthly income with no strings attached. With free monthly income and all the free time in the world, Mark and Hank get up to some crazy antics.
CHALLENGE
Tap into a TV and animation-loving audience at San Diego Comic-Con to build awareness for an all-new animated series. Come up with a hook that will grab consumer attention during one of the busiest events of the year.
IDEA
Leading up to SDCC, we strategically placed wild postings around San Diego, urging guests to find Mark Hoagies for a chance to get frickin’ paid. If guests were so lucky to find Mark and his hot dog companion, they scanned a QR code to be taken to a spin the wheel microsite to win free digital cash – 100% guaranteed.
Results
Our street teams of Mark Hoagies lookalikes and sign-spinning hot dogs literally introduced fans to series’ main character and gave away hundreds of prizes over four days, plunging fans into the series’ premise with a taste of Universal Basic Income. Fans were entertained by our street teams’ hysterical Philly accents, Eagles-inspired jerseys, and hot dog costumes. The excitement and joy over winning free cash introduced guests to the idea of Universal Basic Income and the Hoagies brothers; hilarious hijinks while turning participants into new fans of FOX’s Universal Basic Guys.
