Ted Lasso Seeding Experience 

ASK

The AppleTV+ team needed a tactic to generate buzz among media partners during award season to position the hit TV show Ted Lasso for wins in anticipation of the show’s most recent and final season.

INSIGHT

We couldn’t say for sure that all of our recipients would be familiar with the world of Ted Lasso, yet we knew they have most likely had an interaction with Apple at some point. We wanted to take the familiarity our audience had with Apple’s branding and combine it with Ted Lasso’s sunny disposition.

APPROACH

Combining these almost juxtaposing ideologies (i.e. sleek/practical vs. bright/whimsical) would ensure we’d create an impactful takeaway that felt true to the two brands involved. This co-branded, high-end seeding experience included premium, branded product that delivered a cohesive message about AppleTV+ as a brand and included heart-warming touches inspired by the show.

RESULT

On top of a plethora of UGC and positive feedback from recipients, Ted Lasso went on to win Best Comedy Series at the 75th Emmy Awards!