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Apple TV+ Ted Lasso “Believe” Tour Fan Experience

  • Press & Social Coverage for Local Consumer Events Surrounding Ted Lasso’s Newest Season

The Challenge

After a whopping 20 Emmy nominations, The Brand Agency was tasked with amplifying the Apple TV+ Ted Lasso “Believe” Tour Experience for the release of the show’s much-anticipated second season, starring Jason Sudeikis. To coincide with the roll out of the new season’s first few episodes, Apple TV+ hosted three fan experiences around Los Angeles with talent appearances from key actors from the show, Ted Lasso themed giveaways and activities. Our team was tasked with creating a groundswell of interest for the consumer events by securing both regional and national headlines. Secured press should serve two purposes: give consumers a call to action and give industry publications and trades a peek behind the campaign’s marketing efforts.

The Strategy

The Brand Agency was immersed into the show’s DNA before developing a bespoke PR strategy that straddled multiple lanes. This multi-pronged strategy was aimed at a diverse audience but had the same end goal: create buzz for the show’s marketing efforts. Our team’s Rolodex tapped into Los Angeles regional contacts as well as media in entertainment, film, radio, sports, and consumer lifestyle. Regional outlets were targeted in order to drive awareness, tune-in intent, and event attendance. National media was focused on the overall marketing efforts of the “Believe” tour.

The Result

$2,097,717 IN AD VALUE AND OVER 262 MILLION IMPRESSIONS​

The Brand Agency’s PR efforts resulted in headlines and stand-alone segments in top-tier media outlets including Good Day LA, Us Weekly, E! News, In Touch Weekly, Entertainment Tonight and marketing trade The Drum (to name a few). As a result, The Brand Agency secured over 262,214,669 media impressions and over $2,097,717 in ad value.

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