Showtime / #BackedByAxe Kickstarter

Showtime’s Billions Hedges its bets with Kickstarter

Challenge

How do you bring the entrepreneurial spirit of Showtime’s hit series Billions to life, and reach a new audience that would be receptive to the show, and tune into season 2?

Solution

We turned the popular crowdfunding platform, Kickstarter, into a social platform and spread the word about Billions.

First, we created a profile page for Axe Capital, the fictional company from the show. Then, Axe Capital began backing real world projects, getting Creators to their funding goals. Creators, then became evangelists for the brand, making the hashtag #BackedByAxe a social media rallying cry. For the first time ever, a fictional company from a TV show, invested in real companies in the real world. We turned Kickstarter’s crowdfunding platform into a social platform, that introduced Billions to a whole new audience.

Results

Press

Forbes

Creators became influencers and evangelists for the show by promoting the campaign not only on Kickstarter, but their social channels (Facebook, Instagram, Twitter) as well.

In addition, earned media and press coverage of the campaign drove engagement with the Kickstarter community, and reach of 30 million.