Creator and Executive producer Lena Waithe describes the series as “a show about celebrating Black life and Black love even in the midst of tragedy.” Leading into season 3, SHOWTIME® aimed to bring back the dedicated fans of the series and expand the awareness and viewership of the show among larger African-American audiences.

The Chi With Love virtual music was a unique opportunity to unite new and old fans of the series through a celebration of Chicago-inspired performances. The concert connected viewers through music in a stunning, live from home experience.

With the 3rd season landing at the onset of the Covid-19 quarantine, and the height of Black Lives Matter protests, promotion for the series shifted to provide a sense of connection and reprieve for the African American audience the series caters to.?

The virtual concert served to raise awareness and funds for the Equal Justice Initiative, which was kicked off with a large donation by SHOWTIME® and ViacomCBS on behalf of the series. Viewers of the concert were invited to donate throughout the event.

To kick-off premiere weekend on June 21, 2020, The Chi With Love concert was brought to life through at-home green screen capture and innovative compositing that was live streamed on YouTube. Chicago’s most loved musicians were transported to a virtual stage, filled with a full-immersive world of animated plant life reflecting themes of growth and nourishment. Viewers of the concert were also rewarded with immediate access to the Season 3 premiere episode served to them right on YouTube.

The talent in this campaign had a combined potential reach of 16.5+ million followers, and the specific content generated: 2.7M campaign impressions, 1.8M views and 153K engagements. This digital strategy also helped contribute to the overall increase in viewership and acquisition that we saw throughout Season 3. Furthermore, the content in this series outperformed the influencers’ typical posts. Not only did the content result in direct flow back to our platforms and series, but it served as a way for our audiences to celebrate the beauty of Black stories.