TEMPTATION ISLAND
For the third season of USA's hit reality show Temptation Island, we took a look at the learnings from previous years in order to deliver a campaign that hyper focused on the elements of the show we know viewers couldn't get enough of - the salaciousness, the drama and the previous cast members. Throughout the campaign, we created almost one hundred unique pieces of content spread across those three buckets that gave our creative strategy a unique voice and generated buzz amongst reality fans.
Campaign Collaborators: Rob Edmond, Kelin Handville, IconArts, Open Road, Annie Rakel, Adam Sachs, Vikki Sanchez, Whitney Shin, Kate Walter
PROMOS
A variety of short form promos were created to target different demographics by highlighting different aspects of the series.
NO RULES
This spot focuses on the drama and emotions that come with this experimental dating show, with copy that highlights relatable feelings everyone has had at one point or another in a relationship.
ADDICTIVE
A spot to remind pre-existing fans how and why they are totally obsessed with this show. Featuring high energy and copy with a fan voice.
NO CONTROL
The first spot we put out we wanted to be the most salacious and titillating to match the tone of the season and showcase Temptation Island's boundary pushing format.
BACHELOR AUDIENCE SPOT
For a media buy during the bachelor, we created a spot that spoke to the audience by displaying what made this show similar in the ways they love, but oh so different in the ways that matter.
PREVIOUS CAST FIRST LOOK TRAILER
One of they key things research uncovered was that fans remained attached to cast members long after their season had ended. So what better way to introduce the new season than with some fan favorites reacting to just how wild the new cast gets. Recorded over video chat during quarantine.
KEYART
While season 1 and 2 keyarts focused on daytime tropical paradises, we wanted to bring the more alluring nighttime parties and dramatic bonfires from the show to our hero image.
DIGITAL CONTENT
A bevy of web exclusive content was made for Youtube and social platforms in order to introduce the cast. This season we shook things up by including a variety of games as well as the more straightforward "get-to-know" questions.
LIGHTNING ROUND - COUPLES
We thought one of the more fun ways we could get to know the cast is to have them answer a variety of questions, from serious to scandalous, as fast as they could. We made videos for the couples and each group of singles - this example is the one for the couples.
DATING PROFILE IRL - GIRLS CHOICE
One of the more novel ways to introduce the singles, we decided to try an "in real life" dating profile that the couples created for them to react to. Without seeing what the person looked like, our singles had to go through the profile and decide who they thought they'd match with best. We created one for the girls and one of the guys.
RULES FOR THE ISLAND
One of the best ways to get to know the couples is to find out the rules they set for each other while they are on Temptation Island. This piece goes deep into that, teasing with show footage whether or not they stuck to their agreement with each other.
GET TO KNOW - SINGLE GUYS
More traditional "get to know" vignettes, we created videos for each couple as well as the single girls and the single guys. Though the questions were more straightforward than the above games, we made sure to keep the pace and tone of these videos fun and teasey.
WHERE ARE THEY NOW / SNEAK PEEK
To bring fans from previous seasons back, we created a variety of half "Where Are They Now," half "Season 3 Sneak Peek" videos that catch up with a variety of previous cast members and then allow them to react to select scenes from the new season while playing games. It was a unique format that performed well for us digitally. Recorded over video chat during quarantine, we dubbed these "virtual bonfires" as an homage to the show.
SOCIAL CONTINUITY
After each episode, we created two videos for social platforms and A/B tested them to see which were more attention grabbing. For one, we picked a "FOMO" moment and editorialized it, and for the other we focused more on drama and told a story to encourage catch up viewing. You can see the two different approaches for episode 305 below.
FOMO 305
CATCH UP 305
LINEAR TAKEOVERS
We created content for a variety of on-air stunts. We did a 7 day countdown built that teased engaging moments of the show, and we did Valentine's Day wraps presented during rom-coms as "Temptation Island's Guide to Love." See one example of the wraps and three of the countdown below
V-Day Wrap
Countdown - Day 7
Countdown - Day 5
Countdown - Day 4
EPISODICS
Weekly promotion for the next new episode. We started light and shifted to more drama as the series progressed.
Episodic 302
Episodic 303
Episodic 305
Episodic 307
YOUTUBE UNSKIPPABLES
We made dozens of short unskippable ads designed to maximize impact and make viewers want to see more.
Unskippable - How It Started
Unskippable - Guilty Meets Pleasure
Unskippable - Paradise
