Kountdown to the Kardashians Finale (E!)
My team at E! gave Keeping Up With The Kardashians fans (aka “the dolls”) a social sendoff fit for reality royalty as we “kounted” down to the series finale. Our goal for the final season was to give back to the fans and celebrate everything they loved about the show over its 20 seasons.
We kicked off the campaign with a (pandemic-friendly) drive-in premiere screening at the Rose Bowl in LA with 300 of our favorite Dolls. Exclusive recorded messages from Kim Kardashian and Kris Jenner were aired to the very lucky audience before the premiere episode began.
We continued the celebration on social throughout the final season. From two interactive Instagram AR filters, to tallying up the Dolls who had tweeted the most over the years and surprising them, to a Twitter Live broadcast ahead of the last episode – our campaign generated 285M impressions, 98M views, 8MM engagements and 2MM mentions.
Award recognition includes:
#1 Most Social Cable Reality Series of the Year – Talkwalker (2021)
#1 Most Social Episode of All Reality Series – Talkwalker (2021)
Campaign Highlights
Drive-In Premiere: 300 guests entered the event along a runway lined with huge neon gold glowing Ks and a drive-thru step-and-repeat, where they could pop out of their window to pose for our paparazzi.
Each car was given a swag bag filled with branded items including a “You’re Doing Amazing Sweetie” hat, a branded tumbler and treats like Champagne Rosé gummy bears. They played #KUWTK Trivia and enjoyed exclusive messages from talent before the premiere started.
We surprised him by getting Kris Jenner in on the fun. Much to the delight of fans, she filmed a reaction video to his parody and called him a “little bitch.” The video received over 1.4M organic views.
To drop the trailer for the final season, we partnered with Benito Skinner, aka “Benny Drama” – a Comedian/Content Creator who rose to fame making Kardashian parody videos.
We engaged the fans with two interactive Instagram AR Filters – one generating top quotes from the series and another that asked trivia.
Working with our partners at Twitter, we pulled 20 seasons worth of tweets to determine which 5 fans posted the most over the years. We rewarded them each with exclusive swag and a special message recorded by Kim Kardashian.
Ahead of the series finale, we ran an Instagram Stories Bracket where fans voted on their Top 10 favorite episodes – which aired in a pre-finale marathon.
To close out the campaign, my team edited a social-first Kountdown to the Finale special which ran as a Twitter Live pre-show. The live special received 345K live views and incorporated messages from fans and KUWTK crew members. Kim, Khloe, and Kris all jumped into the comments to engage with fans during the broadcast.
As the icing on the cake, my E! and Bravo worlds collided when we announced the first-ever KUWTK Reunion Special.
Jumping in on the FaceTime Prank Trend that the Kardashians themselves started – we recorded an announcement video with Andy Cohen, which we edited together with footage from the famous Kardashian-Jenner prank.