Congratulations to Jetset Studios for their groundbreaking work on the Facebook Studio Award-winning campaign for Universal Pictures’ TED.
Ted—the first movie from Family Guy creator Seth MacFarlane—was released in movie theaters on June 29, 2012 and on Blu-ray, DVD, and digital download in December. To set it apart in a crowded movie marketplace, Universal Pictures needed to position the character as crass, relatable, lovable, and buzzworthy. Enter Jetset Studios (a creative agency that specializes in capturing brand voice, fusing identity and narrative into targeted campaigns) as Ted’s mouthpiece.
Jetset’s “Ted Is Real” Facebook Page provided a wealth of content, all created by Jetset in the voice of our favorite foul-mouthed, furry little bear, that included a wealth of original fantastic images with captions (memes) that were timely, culturally relevant, and hilarious—the Ted brand personified.
The result? The Ted Facebook Page tallied over 7.5 million fans, and daily engagement, shares and reach were in the millions! By January, popular posts reached 2.1 million consumers: higher than popular late night cable shows like The Colbert Report, Jimmy Kimmel Live, and Conan.
Ted eventually opened as the #1 movie in the U.S. with $54.4 million box office receipts, became one of the year’s best-selling blu-rays and DVDs, and one of the most successful comedies of all time.