REAL COUNTRY
Series launch campaign
When introducing USA’s country music competition show Real Country, our challenge was to capture the attention of USA’s (primarily non-reality) audience and cut through the already-saturated music competition show market.
Also a challenge: no show footage had been shot yet!
Also a challenge: no show footage had been shot yet!
So we kicked off our campaign with an unexpectedly cinematic approach, reeling in viewers with a promo that didn’t look anything like a competition reality show. In our meet-cute story, two aspiring country musicians discover that they’re chasing the same dream – and all bets are off.
And while we were out there in 107 degree heat, we grabbed a few extra shots for longer-lead teases:
Next we gathered our superstar judges for an extensive key art and packaging shoot, during which I also interviewed them to grab bitesin an introductory explainer spot - as well banking a bunch of social content for later.
EXPLAINER SPOT
Ultimately, a full promo campaign followed, with spots highlighting different angles of the show to targeting different audience groups.
HYPING THE COMPETITION
STAR POWER OF THE PANEL
CONTESTANTS’ SHOT AT STARDOM
THE MUSIC OF AMERICA
STAR POWER OF THE PANEL
CONTESTANTS’ SHOT AT STARDOM
THE MUSIC OF AMERICA
As mentioned, we also did extensive EPK/BTS interviews and games to leverage the star power of our judges, which you can find here.