Below are some selected highlights of work I have done over the years along with descriptions of the roles I played in the development of these projects. There are plenty more examples of my work that I’d be happy to show you if you want to sit down and talk about some potential upcoming projects.
You can also click here for a copy of my resume.
The Munsters
Auto-Tune the Munsters
NBC contacted me to help promote the show "The Munsters" and their upcoming special "Auto-Tune the Munsters" on their television station COZI TV. They wanted me to develop a social media strategy and execute it by Halloween night - which was only three weeks away! They also liked my professional writing and asked if I could write all of the original content too.
Munsters: Social Media Strategy
Because the Munsters are such an iconic set of characters with a large fanbase, I decided to make them real people who would talk about real, trending topics. Herman would focus on the NFL, auto racing and repair, and other high-volume conversations. Lily would talk about fashion, event/party hosting, and Lady Gaga.
Munsters: Social Media Creation
I served as the writer on this campaign, and began tweeting and posting as Herman and Lily only 15 days before Halloween. The Munsters jumped into trending conversations and interacted with the public directly - but generally not before noon each day, as they are notorious night owls.
Munsters: Internet Meme Creation
I wrote and designed different types and series of memes both for Herman and Lily. One ongoing meme series was "The Most Interesting Munster in the World," which focused on Herman and his eccentricities.
Munsters: Cross-Market Tactics
We looked for exceptionally large markets that were active on social media in order to participate in those conversations. For example, Howard Stern is followed by millions on all types of media, and he's a big Munsters fan - so Herman published this meme to get his attention. A number of Stern fan groups retweeted and shared this image.
Munsters: Real-Time Dynamic Social Media
One key component of my strategy was to have Herman and Lily respond to discussion opportunities in real time. I'd release original memes and content in response to heavily-trending topics and memes. For example, Chris McCain released his #CrushBrady meme (left) days before his Miami Dolphins played the New England Patriots. Within hours, Herman, a devout Oakland Raiders fan, released his own response (right). It attracted the attention of NFL fans everywhere.
Munsters: Multiple Personalities & Perspectives
Lily also released her own memes and original content. She interacted with women interested in fashion, art, music, and all types of entertainment. She also received a lot of attention from fans of vampire films, even though she didn't always agree with them.
Munsters: Event Integration
Lily created an original drink - The Munster Martini - for people to enjoy as they watched The Munsters Marathon on Halloween. All of the photography and other work, including mixology, was done in my studio. The effort attracted the attention of big libation bloggers and entertainment hosts.
Munsters: Fully-Integrated Digital & Television
I worked closely with the COZI TV producers to develop content that would run across our digital channels as well as television programming. I wrote original bumps to play between shows which were aired on the station, and synced with what we were doing online. All channel leaders - television, PR, digital, etc. - met regularly to stay aligned.
Munsters: Media Cross-Promotion & Events
To enhance our outreach efforts, we hired actors to appear as Herman and Lily on live television. They were mentioned multiple times on The Today Show, and were even interviewed by Al Roker during a live segment. We gave the live audience promotional fans of Herman's face that had our social media accounts and hashtags printed on them.
Munsters: Event Marketing
Audience members were allowed to keep their fans. On the back of the fans we printed all the relevant information for them to hashtag their social media posts of the event to help promote the show.
Munsters: Campaign Results
The day after Halloween, we saw that the campaign had received an incredible amount of attention. The Munsters had over 50,000 impressions in what turned out to be less than two weeks of exposure. Radio DJs, professional horror actors, former Playboy models, and many more influential people had Liked, friended, or followed the Munsters, and the show received high ratings in many markets across the US.