FX Networks
Snowfall Season 3 Launch Activation
FX’s 6-Season top-rated show, Snowfall, depicted the rise of the crack-cocaine epidemic in Los Angeles in the 1980’s told through battling gangs in South Central.
Season 3 was set to launch in July 2019 and we were asked to create a scalable integrated launch program to ignite social and earned media, build new audiences, re-engage current fans, to drive viewership.
Helping our brand partners participate in culture authentically is one of our highest priorities. To be sensitive to the South Central community and because the show’s creator and legendary director, John Singleton, passed away just before the show’s launch, we strategically tapped into the community’s overall themes of struggle, creativity and resilience.
We created Jammin Jerome’s Mobile Experience, inspired by one of the main characters and themes from the season. The custom boombox on wheels stopped at iconic South Central landmarks –Randy’s Donuts and Roscoe’s Chicken & Waffles– as well as high traffic locations in Venice Beach and Fairfax Ave.
We partnered with KDAY --the radio station that was and still is, a staple community-- and Snoop’s DJ, DJ-Battlecat, to create a welcoming vibe at each stop while we engaged the community with custom branded giveaways and merch, and a surprise visit by one of the main actors.
