#Backedbyaxe

Challenge: How do you bring the entrepreneurial spirit of Showtime’s hit series Billions to life, and reach a new audience that would be receptive to the show for season 2?

 

Solution: We turned the popular crowdfunding platform, Kickstarter, into a social platform, that spread the word about Billions.

 

First, we created a profile page for Axe Capital, the fictional company from the show. Then, Axe Capital began backing real world projects, getting Creators to their funding goals. Creators became evangelists for the brand, making the hashtag #BackedByAxe a social media rallying cry. For the first time ever, a fictional company from a TV show, invested in real companies in the real world. We turned Kickstarter’s crowdfunding platform into a social platform, that introduced Billions to a whole new audience.

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Results: Earned media and press coverage drove engagement and achieved a reach of 30 million. Billions was introduced to a whole new audience, and for the first time ever, a fictional company from a TV show invested in real companies in the real world.