The multi-platform campaign engaged the audience at each of their social touchpoints, ensuring communication between them. The Lip Dub Fansterpiece promotion, built on the YouTube API, encouraged users to record themselves lip-synching to the popular song from Season One, "Hiphopopatamus vs. Rhymenoceros." The best lip dubs were chosen to be included in the ultimate video mash-up which aired on HBO. Additionally, a partnership with Funny or Die was secured to exclusively stream the first episode of Season Two in an embeddable, distributable player nearly a month before the premiere of the show. By keeping our official Facebook community active, even during the hiatus, we were able to help it grow to over 500,000 members – one of the most popular TV communities on Facebook. The last phase of the campaign focused on tune-in messaging and included high impact rich media banners throughout the web.

The campaign received a significant amount of editorial coverage from sites including Comedy Central Insider, Huffington Post, FreeWilliamsburg, Wired, Adrants and USA Today. With online chatter increasing daily, Flightlipdub.com saw significant traffic with over 1 million unique visitors and over 200 video submissions in 4 weeks. The Facebook community has over 500,000 fans and our Season 2 campaign yielded 38 million additional organic impressions as a result of engagement.