Every Wednesday, two million viewers tune in to USA's legal drama, "Suits." Intelligent, cunning, and witty, the show's characters are rarely in over their heads, like Mike Ross, who helps his peers close major cases — without ever having passed the bar. To promote their most recent season, the sixth, the show ran with that theme and built an integrated marketing campaign with Lexus around the idea of inspiration. Meaghan Markle, who plays Rachel Zane, is inspired by food, so the show shot five videos of her touring famous "power lunch" restaurants in NYC. At the same time, consumers are encouraged to submit their own content using the hashtag #SuitsInspiration. We at Wyng are pretty inspired, specifically in regards to these techniques:
- Do what you do best. Typically, promotional videos for digital campaigns last about a minute, but it made sense for a TV show to produce longer content. The 3:30-minute videos have the space to show off the restaurant, highlight a chef, and feature a 2017 Lexus RX.
- Throw a pin down. USA partnered with Eatery to create an interactive map of the featured power lunch spots (plus five more). Each destination has a review, a picture of the restaurant's hottest dish, a price rating, and links for Foursquare, directions, and booking a table.
- Connect with fans. To include viewers as much as possible, the brand solicited UGC of what inspired them. After the photos appear in the gallery, they also include a click-through for Lexus, which, along with the product placement in the promotional videos, keeps the show's co-sponsor top of mind.
A campaign built around inspiration should be impressive itself — and USA's "Suits" campaign provides the perfect evidence for that fact.