Overview
To convert viewers of AMC’s Revolutionary War drama TURN into enthusiasts, we drew a parallel between the show’s historical themes and the polarized political climate of the 2016 presidential election. By highlighting how issues like taxes, gun control, and immigration were as contentious during George Washington’s time as today, we brought the original “George Dubyah” into the modern political conversation through a creative and immersive campaign.

Approach and Results
We launched an interactive campaign site, rallying audiences to "vote" for George Washington or one of the current presidential candidates, with over 50,000 votes cast within the first week. The campaign featured Washington’s stance on modernized versions of key issues and included engaging digital content such as social media posts that reached over 3 million users, with a 18% engagement rate. A live “Town Hall” event, where TURN’s Washington debated former candidates Mike Huckabee and Martin O’Malley. The campaign drove a 35% increase in TURN viewership during its run and positioned the show as both culturally relevant and must-watch television during a heated election year.