
#kidsaredicks
FOX
Issue 43 | June 2017
Background
On Jan. 1, FOX premiered their new 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.
Idea
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; she didn’t need “marketing experts,” she preferred to make it up as she went along with FOX’s social channels, Times Square billboard and marketing budget all at her disposal.
In reality, FOX worked with an advertising agency (360i) for Mickey’s campaign. Centered around Mickey’s blunt view of parenting (it sucks), the social campaign deployed the #KidsAreDicks hashtag to encourage fans and parents to share their most hilarious and agonizing interactions with kids. Four videos documented Mickey’s promotional take-over and the campaign was further supported by a billboard in Times Square featuring #KidsAreDicks fan tweets and a premiere day Snapchat activation, in which Mickey literally bribed fans to watch her show with cold hard cash.
In all, the integrated campaign and Mickey herself mirror today’s cultural shift that champions real moms with real problems over the perfectionist Tiger Mom.
Results
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.