Ink Foundry - Social Media Marketing and Word of Mouth Marketing

Overview

Premiering on TLC, “The Messengers” was a reality show searching for America’s next inspirational speaker. Ink Foundry created a multi-city publicity campaign for the inspirational reality drama to drive interest in auditioning, and create buzz among its faith-based target audience. It was important to reach multiple religious groups with out alienating any one of them.

Impact

In addition to generating national and regional mainstream media for the series, Ink Foundry was able to generate feature stories in a diverse group of religious publications.

The two-part campaign focused initially on driving traffic to the auditions which resulted in hundreds of hopefuls arriving for their shot of fame at cities across the country. After the show was cast, Ink Foundry focused on pitching the inspirational stories of the starring cast members with local show slice-of-life vignettes, “Ask the Expert” columns, and how “The Messengers” influenced regional communities in which they lived.

Ink Foundry captured the “story behind the story” adding depth, meaning and a greater dimension to the first season premiere.

• Posted on Sunday, October 19th, 2008
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