BUSINESS CHALLENGE

Drive awareness and create brand equity in a relevant way for Sierra Mist among the 18-24 year consumer target.

THE IDEA

The Sierra Mist target consumer is the animation generation – they grew up with the format and animation is consistently among the top television shows they watch.  They are also voracious consumers of topical, entertainment news. On the Bubble combines both formats into one unique package.

The show is about an Internet newscast (32 episodes) that is falling apart and barely makes it on the air each week.  Why?  Because the team is a group of tech savvy kids who produce the show out of MIDDLE TOWN (a small town somewhere in America) COMMUNITY COLLEGE.  It is something they decided to do on their own and the result is a fresh and funny take on the news. 

A unique creative team was built around On the Bubble featuring Adam de la Peña who produces Code Monkeys for G4, and has also written for Jimmy Kimmel, the Man Show and animation studio Worldwide Biggies, alongside a multicultural cast of voice talent.

RESULTS

1. • 3 million uniques in 3 months
   

2. • 25 minutes average time spent with content
   

3. • $250k in value added media
   

4. • 350 million media impressions (paid and pr)
   

PROGRAM ELEMENTS

1. • On The Bubble News microsite
   

2. • 20 episode animated series
   

3. • Youtube channel page
   

4. • Comicon panel discussion with series creators and talent
   

5. • Advance character seeding to animation fans
   

6. • Content to fill out the back-story of the series location and characters
   

7. • Myspace and Facebook presence for the characters
   

8. • Website for the community college