• by admin , December 9, 2011

MediaCom was challenged to differentiate the new Audi A6 from its competitors of luxury sedans.  Instead of integrating their car into a hot TV show, they decided to create their own in collaboration with FX.   

The team worked together to create the Untitled Jersey City Project (UJCP) – a series of 8 two-minute episodes, designed to feel like fragments of an FX show. The campaign started by teasing the story through a series of trailers that premiered during the primetime Emmy Awards. All episodes and promos drove viewers to UJCP’s Web site to view more episodes and additional content.

Sponsored tweets and blog posts inserted UJCP into the conversation. Viewers even had a chance to participate in the creative process by submitting their own storylines and titles for UJCP. The campaign garnered 62 million PR impressions and a 472% spike in search volume on nights when the episodes aired. The episodes themselves rated 17% better than the average commercial rating for FX’s Sunday Night Movies and the Audi A6, received the highest recognition of all, a 51% increase in year-over-year sales during the campaign time period.