NBC Universal Devious Maid Gets Busted: Launch of Devious Maids Season 1.
How we created hype and got people talking about Devious Maids in the lead up to the premiere episode.
Create hype and get people talking about Devious Maids in the lead up to the premiere episode. The team was confident that if they could get the target audience watching that, they’d be hooked for the rest of the series.
DEVIOUS MAID GETS BUSTED DOING DIRTY DEEDS – start a rumour about the antics of a rogue Devious Maid out on the streets in Australia, bringing to life what viewers could expect if they watched Devious Maids.
MediaCom sent their very own ‘real life’ Devious Maid onto the streets of Sydney to cause havoc and play pranks on unsuspecting members of the public. Hidden cameras were placed in hidden locations to capture the public’s reaction to the Maid’s peculiar antics. As each reaction was captured on camera the plot thickened, culminating in a fun two-minute video that gave the audience a taste of things to come when Devious Maids started on 24th July.
The stunt would be amplified in typical gossip channels: on social media and Kyle & Jackie O’s breakfast radio show. They also filmed their own deviant playing saucy pranks on the Sydney public and further radio spots ran throughout the week leading up the series’ TV premiere, fuelling gossip among the female audience who now knew the date and time of the Devious Maids TV premiere.
The Australian premiere of Devious Maids rated 37% above target. Amongst People 25-54, the premiere telecast surpassed the primetime average by 95%. In addition, 36% of people who tuned into the premiere episode had not watched Universal Channel in the previous four weeks, seeing it rise dramatically to rank #6/89 on the Pay TV platform (excluding Sport) in its primetime timeslot.