What if a character from a TV show did her own Marketing Campaign? What if that character was a foul-mouthed, probably alcoholic, definitely dysfunctional, total freaking mess? Well, we decided to find out for FOX's newest comedy, the Mick.

 

MICKEY'S MARKETING PLAN

 

Four videos across social documented Mickey's takeover from ideation to wrap. She even had the brilliant plan to bribe fans into watching the show in return for cold hard cash.


Next Mickey wanted a billboard. She took over FOX's coveted spot in Times Square to share her favorite #KidsAreDicks tweets and her resolutions for the New Year.

 
The Mick Times Square KAD Billboard 2.jpg
Screen Shot 2017-01-24 at 10.25.13 AM.png

And fans were quick to join the conversation.

 

Mickey even sent out influencer kits so people could show off some new #KidsAreDicks swag.

 
TheMick_InfluencerKit.jpg
 

The Results

 

18.6 MILLION

impressions

5.9 MILLION

total video views

10.9 MILLION

viewers on premiere night

...making it the season's #1 comedy debut.