Best Entertainment Social Media Campaign

It’s the celebrity rap battle where nothing is off-limits. Drop the Mic on TBS captures the pure joy of watching celebrities destroy each other in epic rap battles, based on the viral hit of Executive Producer James Corden’s own improvised rap battles. Each week on, four stars go head-to head, firing off roast-like insults in a lyrical tussle. From inception, Drop The Mic was created for digital and social success. Short, clickable content, big stars in unexpected moments, and provocative smack downs all contribute to maximize social engagement.

To catapult buzz into the final week leading to premiere, TBS and Universal CityWalk partnered to create a live rap battle event, featuring ten hip hop and rap influencers, who collectively reach 11.6M followers. This event leveraged CityWalk’s premiere entertainment venue promotion, the social reach of LA radio personality Big Boy (1.1 M followers), nationally renowned rap freestylers, plus hundreds of fans, social influencers, and local / national press. Prior to kick off, the influencers posted videos across Facebook, Instagram and Twitter to promote the event.

On the day of the rap battle event, social engagement leapt +571% v. day prior, hitting its peak for the past 30 days with 140K total engagements. 51 Social posts gained +2M Impressions in 24 hours! One week later, Drop The Mic became a smash cross-platform hit for TBS, reaching 7.9M P25-54 on TV, and destroyed the internet with more than +400 Million cumulative YouTube views.

Contributors:

VP Global Promotions:	Ron Cohen
Spark Media:	Maxine Dillon
EVP Content Partnerships:	Dan Reiss
SVP Content Partnerships:	Jenn Cohen
VP Content Partnerships:	Lisa Saffian
Sr Director Content Partnerships:	Molly Olore
Sr Manager Content Partnerships:	Tali Mishael
Turner Production:	Karen Hutchinson
Turner Production:	Lesley Grubb

TURNER: TBS

Location: USA