Background: tbs licensed the hit British gameshow The Cube and brought in NBA icon Dwyane Wade as its host in 2021.

Strategy: Develop 360 campaign to launch this hit show in the US, tapping into the fandom of Dwyane Wade, his tightknit group of celebrity friends, and the massive fandom of the NBA to bring in a large viewing audience for the first season of The Cube.

Responsibilities: I developed the media strategy for the campaign, executed messaging and delivery of creative assets across linear/social/digital/OOH, and oversaw activations involving Dwyane Wade, including the launch party at his home, custom social content involving his family and friends, and the development & distribution of the influencer kit to celebrities, athletes, content creators, and journalists.

Results: Season One of The Cube exceeded performance estimates and was immediately greenlit for a second season. Lebron James and Gabrielle Union participated in our influencer campaign and organically posted numerous times throughout the season to support The Cube.