Thread by @alexgarcia_atx

Ted Lasso was nominated for 20 Emmy Award Nominations, including two for writing.

And season 2 of @TedLasso was @AppleTV's most successful premiere ever.

Their marketing is just as good.

Here's what makes Ted Lasso's marketing effective 🧵

1. Storytelling

Storytelling makes the comedic heartthrob football coach who hates tea a hit.

A story makes us fall in love with a show, a person, and even a product.

So, how does Ted Lasso do it?

For us to buy into a character - the character has to take on a new journey and enter a stage of transformation.

Ted Lasso is an ex-football coach from Kansas who gets hired to coach a professional soccer team when he doesn't know a lick about soccer.

That's the beginning of his transformation.

And every episode is part of his optimistic transformation.

But it's not just Ted Lasso.

Writer Bill Lawrence, who also co-created the show said, "Every character’s journey was as important as Ted’s."

We watch Ted Lasso flow with optimism, perseverance, heart, and empathy - and we also watch the characters who surround him become the best version of themselves.

Lawrence said, “Ted is a catalyst for the other characters to look at themselves— and he’s on a journey himself."

2. Voice

A brand's voice is what connects bridges the gap between a brand and its audience.

And right now the world craves authenticity, positivity, and optimism...

And that's @TedLasso's voice in a nutshell.

It's how he consistently communicates to deliver his message.

Ted Lasso's voice forms his personality.

Through his personality, he forms an identity.

And through his identity, he attracts people who align with his values.

This is the common ground where an engaged viewer becomes a die-hard fan.

3. Person Over Brand

We're living in a world where people are walking businesses.

And where people rather connect with other people than with businesses.

Because naturally, we trust people more.

Thankfully, AppleTV knew this, took note, and leveraged the human that is Ted Lasso to do all the communication and promotions for the show.

Ted Lasso has his own Instagram. His own Twitter. His own email.

Because us Ted Lasso fans want more of Ted Lasso outside of the show.

And that only strengthens the relationship between us and the character.

Because when Ted Lasso Ted distributes the content, the virality is built in.

4. Multi-Channel Marketing

Like I said, Ted Lasso has his own Instagram, Twitter, and Email.

Each channel has its own audience, goal, and strategy.

⚫️ Twitter

Ted Lasso's Twitter is an extension of the character we see on the TV screen.

It's the tools they use to communicate with fans. To humanize the character. And to amplify the voice and personality we love.

⚫️ Instagram

Ted Lasso's Instagram gives a different perspective to the show.

And because it's a visual-first platform, Ted Lasso gives a look into:

- The behind-the-scenes of the show
- Sneak peeks into future episodes
- Other characters
- user-generated content

⚫️ Email

When have you ever heard of a character sending you an email right before the release of a new season?

And an email that checks all the boxes.

It nails the voice.

- Has a hint of personalization.
- Includes a perfect analogy.
- A seamless CTA.
- And invites you to join the journey.

Chef's kiss.

5. Experiential Marketing

Fans want to immerse themselves in the shows and movies they love.

Ted Lasso is making this a possibility for fans by creating The Believe Fan Experience.

This is a themed tailgate where fans will get to feel like a player themselves by hopping on the double-decker 'Believe Bus.'

This experience brings everything from the TV to real-life while bringing together fans from all over to connect with each other.

6. Merch

Merch makes fans walking billboards.

So, of course, it makes sense to create soccer jerseys based on Ted Lasso.

Because fans are going to do what fans do — and rep you everywhere they go, continuing to generate free awareness.

7. Word Of Mouth

All the above resulting in the most powerful form of marketing: Word Of Mouth

Season one was released in August of 2020. And viewership peaked 50 days after its debut.

At the time, Ted Lasso was 25 times more in demand than the average series in the US.

Follow @alexgarcia_atx if you want hella growth marketing tactics on your feed.

Threads to come:

- copywriting
- ad development
- landing page development
- newsletter optimization

Plus, I send an exclusive growth marketing focused newsletter to 11,750+ marketers, founders, and creators every Tuesday and Thursday.

You can join them here 👇🏽

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TL;DR

Storytelling hooks you in.

The voice bridges the gap.

The person forges the relationship.

The multi-channel marketing keeps us in the know.

The experiential marketing makes it come to life.

The merch makes us walking billboards.

The word-of-mouth drives the views.