ABC’s “Doctor Odyssey”
nationwide marketing campaign
The Challenge
To launch Ryan Murphy’s latest hit show on ABC called “Doctor Odyssey,” the network set out on a series of nationwide marketing initiatives to bring the show’s opulent lifestyle directly to fans. This included surprise and delight moments like travel upgrades to a private jet, giveaways like a $10K shopping spree, as well as a 360º campaign with Saks Fifth Avenue, a brand synonymous with luxury.
data-driven results
The Brand Agency worked closely with ABC to secure coverage in national outlets. This resulted in prominent features in marketing trades like Adweek and Event Marketer, as well as entertainment outlets such as Collider. The team also ensured regional outlets were engaged, tailoring the message to resonate with local audiences. This resulted in over 749 million earned media impressions.
On the social front, we worked with ABC to leverage the Saks Fifth Avenue window takeover by offering an exclusive tour and shopping spree for five key luxury influencers in New York City. Furthermore, The Brand Agency sent out 10 luxury mailers to travel and lifestyle creators nationwide, allowing them to share the show’s lavish lifestyle with their followers. These initiatives garnered over 6.2 million social impressions.
