Mustache is currently serving as the social Agency of Record for the new Netflix original series Disjointed. Created by Chuck Lorre and starring Kathy Bates at the matriarch of Ruth’s Alternative Caring, a California-based medical marijuana dispensary, Disjointed premiered on August 25th.
#Disjointed Key Objectives
Developing compelling brand voices for key marketing platforms.
Leveraging viral show moments and broader trending topics.
Producing content that generates awareness, conversations, and sharing.
Turning those conversations into brand advocates and enthusiastic viewers.
Providing ongoing prescriptive analysis to improve content performance.
This asset is a video supercut of Netflix characters fighting with Ruth’s Alternative Caring as the antidote. This montages of violence in various Netflix shows tied Disjointed into the Netflix family while introducing what Ruth’s Alternative Caring stands for – how marijuana can stop everyone from being such dicks all the time.
Key Art Poster
This “Reefer Madness” key art poster brought both the characters and the key art itself to life for fans to engage with on social. This gave this campaign the a quick glance at the characters while connecting them to the imfamous “Reefer Madness” movie series from the early 20th century.
Ruth makes her own… unique… version of an ASMR (Autonomous sensory meridian response) video: the experience by which listeners undergo tingling sensations and low-grade euphoria when they hear such stimula as soft, whispered voices and gentle brushing sounds. This content piece generated buzz and took advantage of the popular, bizarre trend.
Get That Paper
We created Zig-Zag rolling paper-inspired sharables to introduce the cast members post-launch. When the animated character blows smoke, the image shifts to the live-action version of that character smoking a joint. Initially featuring principle cast, these were also playfully applied to other characters (e.g. Jake Bone Tae Kwon Doug, etc.)
Fidget Splifer “Theme Joints”
“Themed” joints are multi-purposed assets that were used as Now Streaming videos for Disjointed. The content series capitalized on social trends (i.e. fidget spinner) to promote the show pre and post launch. Spin away.