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NBC Peacock The Office Case Study Main Image

Background

Michael Scott and the rest of the Dunder Mifflin crew are beloved friends of The Office fans across the country. On New Year’s Day 2021, the show found its new home exclusively on NBC Peacock. To celebrate the show's relocation, we teamed up with Peacock to treat mega fans to the ultimate binge-watching day.

NBC Peacock The Office Case Study Interlude Image

@Brittanyyxx23

@gofooji @peacocktv I am blown away by this office fan binge kit! I was not expecting all of this! It arrived so fast too! Thank you for making my day 💙💙💙 #theoffice #theofficesweepstakes

Our solution

Together, we built an ultimate Binge Kit that included a Funko Pop of a fan favorite from the show, a World's Best Boss mug, Nerds, a 100 Grand candy bar, jelly beans, and custom sticker. To generate social conversation and reward longtime viewers at scale, Peacock TV called on fans to tweet #TheOfficeSweepstakes + #PeacockTV along with their favorite The Office quote for a chance to win. Winners in New York, Los Angeles, Chicago, San Francisco, and Philadelphia received their Scranton surprise on-demand. We couldn't leave any superfans hanging, so we made sure to deliver Binge Kits in the mail as well, so anyone could participate. While awaiting their prize, fans checked out a limited-time 'Schrute Yourself' Instagram filter linked on the custom microsite and upload their photos to social. We think Michael Scott would approve.

@Brittanyyxx23

@gofooji @peacockTV I am blown away by this the office fan binge kit! I was not expecting all of this! It arrived so fast too! Thank you for making my day 💙💙 #theoffice #theofficesweepstakes

@KornewaldMacy

Thank you @peacockTV 😍 Michael is going to oversee my "office" and show off my best boss mug!!

@fadinglucidity

@peacockTV @gofoogi @theofficetv thanks so much! added it to my office collections! (shirt not included in the box. it's mine prior lol). a perfect surprise to start 2021 right! #TheOfficeSweepstakes

@MrsMarshall54

I am not longer dead inside. Thank you @theofficetv & @peacockTV I now have extraordinary jelly beans, a hundred grand, and some jims.. i mean nerds & some great assets to my binge.

@lvandam

@peacockTV My husband absolutely loves this prize pack I won. Thank you!!!!

@Ngarley

Thanks @peacockTV @gofooji for the prize. Love that my popko is holding the cup I got

@amidsthecait

thank you so much, @peacockTV!!! excited to put my office binge kit to good use! ☺️

@Brittanyyxx23

@gofooji @peacockTV I am blown away by this the office fan binge kit! I was not expecting all of this! It arrived so fast too! Thank you for making my day 💙💙 #theoffice #theofficesweepstakes

@KornewaldMacy

Thank you @peacockTV 😍 Michael is going to oversee my "office" and show off my best boss mug!!

@fadinglucidity

@peacockTV @gofoogi @theofficetv thanks so much! added it to my office collections! (shirt not included in the box. it's mine prior lol). a perfect surprise to start 2021 right! #TheOfficeSweepstakes

@MrsMarshall54

I am not longer dead inside. Thank you @theofficetv & @peacockTV I now have extraordinary jelly beans, a hundred grand, and some jims.. i mean nerds & some great assets to my binge.

@lvandam

@peacockTV My husband absolutely loves this prize pack I won. Thank you!!!!

@Ngarley

Thanks @peacockTV @gofooji for the prize. Love that my popko is holding the cup I got

@amidsthecait

thank you so much, @peacockTV!!! excited to put my office binge kit to good use! ☺️

@Brittanyyxx23

@gofooji @peacockTV I am blown away by this the office fan binge kit! I was not expecting all of this! It arrived so fast too! Thank you for making my day 💙💙 #theoffice #theofficesweepstakes

@KornewaldMacy

Thank you @peacockTV 😍 Michael is going to oversee my "office" and show off my best boss mug!!

@fadinglucidity

@peacockTV @gofoogi @theofficetv thanks so much! added it to my office collections! (shirt not included in the box. it's mine prior lol). a perfect surprise to start 2021 right! #TheOfficeSweepstakes

@MrsMarshall54

I am not longer dead inside. Thank you @theofficetv & @peacockTV I now have extraordinary jelly beans, a hundred grand, and some jims.. i mean nerds & some great assets to my binge.

@lvandam

@peacockTV My husband absolutely loves this prize pack I won. Thank you!!!!

@Ngarley

Thanks @peacockTV @gofooji for the prize. Love that my popko is holding the cup I got

@amidsthecait

thank you so much, @peacockTV!!! excited to put my office binge kit to good use! ☺️

@Brittanyyxx23

@gofooji @peacockTV I am blown away by this the office fan binge kit! I was not expecting all of this! It arrived so fast too! Thank you for making my day 💙💙 #theoffice #theofficesweepstakes

@KornewaldMacy

Thank you @peacockTV 😍 Michael is going to oversee my "office" and show off my best boss mug!!

@fadinglucidity

@peacockTV @gofoogi @theofficetv thanks so much! added it to my office collections! (shirt not included in the box. it's mine prior lol). a perfect surprise to start 2021 right! #TheOfficeSweepstakes

@MrsMarshall54

I am not longer dead inside. Thank you @theofficetv & @peacockTV I now have extraordinary jelly beans, a hundred grand, and some jims.. i mean nerds & some great assets to my binge.

@lvandam

@peacockTV My husband absolutely loves this prize pack I won. Thank you!!!!

@Ngarley

Thanks @peacockTV @gofooji for the prize. Love that my popko is holding the cup I got

@amidsthecait

thank you so much, @peacockTV!!! excited to put my office binge kit to good use! ☺️

@Brittanyyxx23

@gofooji @peacockTV I am blown away by this the office fan binge kit! I was not expecting all of this! It arrived so fast too! Thank you for making my day 💙💙 #theoffice #theofficesweepstakes

@KornewaldMacy

Thank you @peacockTV 😍 Michael is going to oversee my "office" and show off my best boss mug!!

@fadinglucidity

@peacockTV @gofoogi @theofficetv thanks so much! added it to my office collections! (shirt not included in the box. it's mine prior lol). a perfect surprise to start 2021 right! #TheOfficeSweepstakes

@MrsMarshall54

I am not longer dead inside. Thank you @theofficetv & @peacockTV I now have extraordinary jelly beans, a hundred grand, and some jims.. i mean nerds & some great assets to my binge.

@lvandam

@peacockTV My husband absolutely loves this prize pack I won. Thank you!!!!

@Ngarley

Thanks @peacockTV @gofooji for the prize. Love that my popko is holding the cup I got

@amidsthecait

thank you so much, @peacockTV!!! excited to put my office binge kit to good use! ☺️

@Brittanyyxx23

@gofooji @peacockTV I am blown away by this the office fan binge kit! I was not expecting all of this! It arrived so fast too! Thank you for making my day 💙💙 #theoffice #theofficesweepstakes

@KornewaldMacy

Thank you @peacockTV 😍 Michael is going to oversee my "office" and show off my best boss mug!!

@fadinglucidity

@peacockTV @gofoogi @theofficetv thanks so much! added it to my office collections! (shirt not included in the box. it's mine prior lol). a perfect surprise to start 2021 right! #TheOfficeSweepstakes

@MrsMarshall54

I am not longer dead inside. Thank you @theofficetv & @peacockTV I now have extraordinary jelly beans, a hundred grand, and some jims.. i mean nerds & some great assets to my binge.

@lvandam

@peacockTV My husband absolutely loves this prize pack I won. Thank you!!!!

@Ngarley

Thanks @peacockTV @gofooji for the prize. Love that my popko is holding the cup I got

@amidsthecait

thank you so much, @peacockTV!!! excited to put my office binge kit to good use! ☺️

@Brittanyyxx23

@gofooji @peacockTV I am blown away by this the office fan binge kit! I was not expecting all of this! It arrived so fast too! Thank you for making my day 💙💙 #theoffice #theofficesweepstakes

@KornewaldMacy

Thank you @peacockTV 😍 Michael is going to oversee my "office" and show off my best boss mug!!

@fadinglucidity

@peacockTV @gofoogi @theofficetv thanks so much! added it to my office collections! (shirt not included in the box. it's mine prior lol). a perfect surprise to start 2021 right! #TheOfficeSweepstakes

@MrsMarshall54

I am not longer dead inside. Thank you @theofficetv & @peacockTV I now have extraordinary jelly beans, a hundred grand, and some jims.. i mean nerds & some great assets to my binge.

@lvandam

@peacockTV My husband absolutely loves this prize pack I won. Thank you!!!!

@Ngarley

Thanks @peacockTV @gofooji for the prize. Love that my popko is holding the cup I got

@amidsthecait

thank you so much, @peacockTV!!! excited to put my office binge kit to good use! ☺️

@Brittanyyxx23

@gofooji @peacockTV I am blown away by this the office fan binge kit! I was not expecting all of this! It arrived so fast too! Thank you for making my day 💙💙 #theoffice #theofficesweepstakes

@KornewaldMacy

Thank you @peacockTV 😍 Michael is going to oversee my "office" and show off my best boss mug!!

@fadinglucidity

@peacockTV @gofoogi @theofficetv thanks so much! added it to my office collections! (shirt not included in the box. it's mine prior lol). a perfect surprise to start 2021 right! #TheOfficeSweepstakes

@MrsMarshall54

I am not longer dead inside. Thank you @theofficetv & @peacockTV I now have extraordinary jelly beans, a hundred grand, and some jims.. i mean nerds & some great assets to my binge.

@lvandam

@peacockTV My husband absolutely loves this prize pack I won. Thank you!!!!

@Ngarley

Thanks @peacockTV @gofooji for the prize. Love that my popko is holding the cup I got

@amidsthecait

thank you so much, @peacockTV!!! excited to put my office binge kit to good use! ☺️

@Brittanyyxx23

@gofooji @peacockTV I am blown away by this the office fan binge kit! I was not expecting all of this! It arrived so fast too! Thank you for making my day 💙💙 #theoffice #theofficesweepstakes

@KornewaldMacy

Thank you @peacockTV 😍 Michael is going to oversee my "office" and show off my best boss mug!!

@fadinglucidity

@peacockTV @gofoogi @theofficetv thanks so much! added it to my office collections! (shirt not included in the box. it's mine prior lol). a perfect surprise to start 2021 right! #TheOfficeSweepstakes

@MrsMarshall54

I am not longer dead inside. Thank you @theofficetv & @peacockTV I now have extraordinary jelly beans, a hundred grand, and some jims.. i mean nerds & some great assets to my binge.

@lvandam

@peacockTV My husband absolutely loves this prize pack I won. Thank you!!!!

@Ngarley

Thanks @peacockTV @gofooji for the prize. Love that my popko is holding the cup I got

@amidsthecait

thank you so much, @peacockTV!!! excited to put my office binge kit to good use! ☺️

Highlights

- Over 16.9K tweets and social entries generated - Top ten Twitter trends in six markets across the nation - Fulfilled prizes on the day episodes dropped on Peacock - End of the user experience linked to a “Schrute Yourself” IG filter

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