To celebrate our love for TV and the role it plays in fueling pop-culture, we created an actual show about…a show. It’s a funny take on how people’s favorite shows change the way they act and interact with each other.

We cast real-life married couple John Ross Bowie (The Big Bang Theory) and Jamie Denbo (Orange is the New Black) as a married couple that discovers a new show. Each episode showed different ways this show changed their behavior—and their lives: from dealing with the guilt of “TV cheating” to navigating the murky world of spoiler threats. Throughout the series, the couple’s relationship grows and evolves just as their relationship with the show deepens, until it’s all over as quickly as it began—a feeling fellow TV lovers know all too well.

Glued was created in partnership with Sharon Horgan (Catastrophe) and John Riggi (30 Rock). We collaborated closely with Horgan to write and produce six full webisodes, running everything—from writing and casting to directing and editing—just like a real show. Each episode was designed to be under five minutes to not only keep the interest of fast-paced millennials but to leave them wanting to watch another.

The theme of each episode followed a timeline of insights we gathered from our target audience. Episode one focused on the fear of commitment when choosing a new show while the finale focused on…finales.

XFINITY’s social channels hosted short teasers from each episode and GIFs and static posts of some of the show’s funniest moments. This drove traffic to the full episodes and tapped into online meme culture.

We set out to change consumer perception of XFINITY, and Glued was successful in doing just that. There were significant lifts across all key brand metrics among viewers that were exposed to both the teaser and the full-length content. Glued drove notable increases on attributes like “Provides great entertainment” (+16%) and “Is a brand for someone like me” (+26%). While XFINITY aimed to give “nesting” millennials original and engaging content, another goal of the campaign was to drive consideration. Among prospective customers who were aware of Glued, consideration skyrocketed from 38% to 72%, leaving the brand primed to welcome the next wave of subscribers.

Overall, the series garnered more than 15M video views (14M for the teaser and 1M for the full episode). Of the 1M full-episode views, the vast majority were organically gained (86%) and our YouTube subscriber base grew by over 30%.