To help TNT launch its new series The Librarians: The Next Chapter, Campfire created a multi-faceted launch campaign. We partnered with the national organization Little Free Library to distribute The Librarians themed items to LFLs in cities and towns across the country. We created 11 new, The Librarians-themed Little Free Libraries constructed and installed in key locations across the country. These libraries included a collection of books, curated by the Free Little Library team. Additionally we activated at 200 existing Little Free Library locations across the country including window vinyls promoting The Librarians, custom bookmarks to give away at each location and a take over Little Free Library map online and on the app, branding the locations.
Another key component of the launch campaign was a premiere screening held in the Morgan Library in NYC, including a step and repeat press moment, a fan-forward screening, a Q&A with the cast, Influencer Meet and Greet, and a cocktail reception with live music. Through this initiative, the campaign secured 31 standout press placements including coverage in major outlets like Collider, AdWeek, AdAge, Axios, E! Online, OK Magazine, Us Weekly and more ultimately resulting in 241 million total media impressions.
