:35 Special Look
Disney partnered with The Masked Singer to bring fans a special look of their release of Frozen II. Fox produced a :35 thematically aligned content piece starring Josh Gad (Olaf) which aired adjacent to a :30 exclusive trailer. Co-branded tune-ins aired in FOX prime leading up to the night.
:10 Co-Branded Tune-In
Results:
- Custom content outperformed norms for intent to see Frozen II (nearly 3x more)
- Nearly 70% lift in tweets about Frozen 2 from those who tweeted about The Masked Singer during the episode
Source: Phoenix & Nielsen Social