Apple TVTed Lasso: Twitter

Apple TV asked us to help build the fandom around Ted Lasso, a comedy about an American football coach hired to manage a struggling English soccer team.

The show already felt real to the people who loved it, so we treated it that way. We ran the in-world social accounts for Ted and AFC Richmond, posting in their voices as if the season were actually being played. Then we tapped into the culture around the sport, bringing the team’s world into the same feeds as the real soccer conversation.

Fans didn’t just watch the show, they believed. Ted Lasso became one of the biggest shows on television, with three record-breaking seasons along the way. Our work also earned three Webby Awards: Best Community Building, Social Engagement and Best Social Humor.