FX’s show Adults has returned for a second series that has a 100% rating on Rotten Tomatoes.
The rollout for series two has focused on a social-first strategy via the official Adults channels and the cast such as Owen Thiele making TikToks with his costars like Jack Innanen and guest stars such as Raven-Symoné.
The show is a Gen Z sitcom similar to Friends, and having a digitally native marketing strategy is crucial for the rollout. A subplot of a new episode is about Paul Baker being stopped to participate in street interviews in New York, so FX worked with popular vox-pop shows like Are You Okay?, What’s Poppin? With Davis! and Street Hearts with Tiff as part of the press run. A natural fit.
Influencer partnerships have also been key, with the cast doing videos with Anthony Haynes, Jess Spoll and Josh Lora (Tell The Bees) and Evan Ross Katz being commissioned to post screenshots from the new episodes.
CORQ’s trends editor Caroline Edwards explains FX’s strategy for attracting new audiences for Adults series two.
@corq.studio @adultsfx is back for season two and the cast has been appearing on popular street interview shows like @Are You Okay?, @What’s Poppin? With Davis! and @Street Hearts with Tiff that ties into a subplot with @Jack Innanen’s character Paul Baker in one of the new episodes. FX’s social-first rollout also includes a paid partnership with @anthony, @owen thiele making skits with the cast, guest star reveals to promote cameos from @Jake Shane and a collab with @PopUp Bagels #adultsfx #hulu #marketingtips #jackinnanen #owenthiele
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