The Freeform team launched a comprehensive campaign for the launch of Jessica Biel-executive produced series “Cruel Summer,” with the majority of efforts held back until premiere day. Launch day saw a full media blitz across on-air, social and digital with audiences immersed in the ’90s (the decade the series takes place in) with giveaways from Dippin’ Dots, Steve Madden and Amoeba Music, along with an Instagram sweepstakes and a roller-skating event. Once the first episode dropped, Freeform began Phase 2, dropping another trailer and massive social content fueling viewers to become armchair detectives. The team made good use of Biel’s 9.8 million followers and hosted a first-of-its-kind COVID-safe “vertical screening” by renting out a hotel with balcony views of a giant screen. Along the way, the team dropped social media breadcrumbs about the mystery in the twisty drama. All that hard work (and 550 million+ social media impressions) paid off with Cruel Summer ranking as Freeform’s most-watched series and Hulu’s most-watched series debut.
