To keep momentum going after Empire’s explosive first season, FOX wanted to create a fan-focused campaign over the summer to build anticipation for the season two premiere of their hit show. Anastasia devised a mobile recording booth and invited fans to record a version of an original song from the show for a chance to win a walk on role the following season. Contestants could submit their recording digitally, or visit one of ten stops across the country and experience the Empire tour bus complete with Cookie’s cookies.
Featuring talent appearances and a set visit, the campaign generated social and press coverage throughout the summer months via local affiliate news live coverage and sponsorships of various music events and festivals throughout the summer. The tour succeeded in keeping Empire in the cultural conversation between seasons and driving high ratings for the return of season 2.