After the success of season two, the Apple TV+ show Mythic Quest was renewed for not one, but two seasons at the same time.

We wanted to find a simple way to give this news to fans with a mobile-first execution. So we took to social to make the big announcement, with a FaceTime call that people couldn’t resist watching and sharing.

Excite existing fans and attract new fans by using our top talent from the show along with a huge guest star (Sir Anthony Hopkins) from one of the most loved episodes to announce the news via social.

Since we didn't have a media budget for this execution, and we knew our social handles received high engagement from people consuming Mythic Quest content through their mobile devices, our media strategy was to feature our biggest talent and use their owned social handles along with Apple owned social handles to spread the video and get people talking.

The video took the form of a FaceTime call between the show's lead actor, Rob McElhenney and Anthony Hopkins. Rob calls Anthony to tell him the big news, but being the legend that he is, Anthony doesn't really remember being a part of the show or who exactly he's talking to (even though he was nominated for an Emmy Award for his guest appearance in the show). Comedy ensues.

With zero dollars in paid media we got over 1 million combined views across talent and Apple owned social handles (Twitter, Instagram, Facebook).

Over 15,000 user engagements (likes, comments, etc...).

Over 4000 re-shares combined across social channels.

Genuine excitement and comments praising the video, and people eagerly anticipating the new season and sharing their opinions for what's going to happen.