After the runaway success of “The Walking Dead”, Fox Networks launched a new show, “Outcast” (@outcastfox), from the same creator, Robert Kirkman. To excite and drive viewership of @outcastfox’s premiere episode, Fox turned to Twitter to capture the imagination of its fan base and create another global smash hit.
To increase awareness of the TV series premiere, drive conversation around the premiere, and attract audiences to return to @outcastfox, Fox offered a series of teaser content on Twitter to compel fans to see more. Promoted Video and Promoted Tweets featuring teasers from the show built awareness and increased views, inviting users to the full episode view. Interest, username, and keyword targeting were crucial to deliver a tailored message to fans across different markets in Thailand, Singapore, Indonesia, Malaysia, Hong Kong, and the Philippines.