We put The Flash on specific fan pages and Instagram profiles, using comments as our media.

‘First’ is a kind of online race. The winner is the fastest person to make a comment on a post, using the word ‘first’. The idea was to use this meme to reach our goal. Since The Flash is the fastest man alive, of course he would always be the fastest one to comment 'first' wherever he wanted to.

So, we created a profile that read "The Flash on Warner Channel", and commented 'FIRST' on the pages with more affinity to our target audience.

First, we created the profile “The Flash on Warner Channel” on Facebook and Instagram.

The name of the profile, itself, promoted the series, and those who clicked it and took a deeper look had access to exclusive content.

Then, we mapped the most relevant pages and people to our target audience.

Once the pages were mapped, we had to monitor them.

Instead of using a bot, that could have a long development time and be blocked by the websites, we went manual: we would post each of the comments, reload the page, and check to make sure they really were the first ones.

Then, we made hundreds of “first” comments. Even the official Instagram of the series’ protagonist received one. All in, from approval to going on air, it took us one month to create the profiles, make the comments one almost 500 sites,and reach the desired number of people.

We commented 'FIRST' on almost five hundreds pages.

Each of the 'FIRST' comments was seen by the audience of the pages we selected - with an average of 100,000 fans each.

The comments themselves stirred the audience. Each one received hundreds of likes and comments, with people tagging each other, which helped us spread the campaign even farther - one of them reaching almost one thousand likes, for example, with many 50 spontaneous interactions.

The strategy was also news of even more blogs and portals (where we also commented first, of course).

We exceeded the expectation to a season finale episode, reaching a 40% increase in ratings with 0 budget. Literally.