LAST CALL: THE FINAL SEASON OF SHAMELESS
As Shameless on SHOWTIME® entered its 11th and final season, we knew it would be impossible for the passionate fans to say farewell to the outrageous and beloved Gallagher family at the center of all the mayhem.
AN HONORARY GALLAGHER ENTERED THE CHAT
To keep it fresh after many years together, we had to do something no brand has ever done before: let our fans join the family group chat.
"How?" you may ask. We partnered with popular texting platform Community and the series Showrunner and Producers to create a first of its kind fictional text exchange between The Gallagher Family with an honorary Gallagher right there on the inside. When fans texted the South Side Chicago phone number (a nod to where the show is set), the characters stepped off the screen and into a fan's world like never before through text messages, photos and even audio messages.
THE GROUP CHAT BLEW UP
As any family group chat does, the Gallagher Fam popped off at any & all moments they cared about. They messed with one another on Valentine's Day, asked for favors in a very family way & put things in the group chat that were, erm, meant to be one on one exchanges.
FANS FUCKING LOVED IT
WE CLINKED BREWSKIS🍻
This innovative activation represented an evolution in how to engage consumers.
ENGAGEMENT
🍻 5K+ TOTAL UNIQUE MESSAGES SENT
🍻 100K FAN MESSAGES RECEIVED
🍻 <1% OPT OUT RATE
🍻 COUNTLESS SHARES TO SOCIAL MEDIA
