How do you take one of the most fan-loved, critically-acclaimed, network-neglected shows on TV and relaunch it digitally to a beloved audience (and a whole new one)?
Well, something like this.
Community fans are relentless easter-egg hunters. No surprise: the is riddled with background plots, hidden references and multi-season winks that eventually end up on Reddit years later. So we did the same.
Each part of the campaign was soaked in meta humor and hidden references, starting with a 2:00 cinema spot. Here's a primer on one of them. See if you can spot the rest.
We built the 'moving' campaign around this same idea, hiding 40+ references to previous seasons in the boxes the characters are bringing with them to Yahoo. This shoot was completely practical.
Yes, we really did pile all of that stuff on top of an old Gremlin, and yes Allison Brie really did accidentally kick me in the head while we waited for the shutter on that last shot. Pictured here: Dan Harmon, Chris McKenna, show creators. Creative team. Community cast.
Thousands of banner ads. Youtube takeovers. Mountains of native, editorial, and sponsored content. Event ephemera.
Here is where Community really shined. The Yahoo sales team, the show writers, our creative group—all combined to make the ad message the story, and vice versa. The fans ate it up, publicly pledging support to the star sponsor, Honda, in droves all across the internet. You've never seen this level of brand advocacy. Take a look.