The Midnight Beasts
Comedy/music sensations The Midnight Beast were a YouTube super-group with a new TV show to shout about. We created an online extravaganza: the band would play a brand new song and strip live – but only if enough fans tweeted. Using the existing community as our starting point, we expanded the group's impact exponentially. By seeding out exclusive content and talking one-to-one with TMB's super fans, we were able to make our material go viral and deliver old and new fans to the show.