SNL50: The Homecoming Concert was one of the most challenging projects I've ever taken on, but is also the one I'm most proud of. The live streaming event was organized to celebrate the musical impact of SNL over the last 50 years in honor of the show's 50th season. It brought together the likes of Lady Gaga, Will Ferrell, Bad Bunny, Cher, The Backstreet Boys, Andy Samberg, Ms. Lauryn Hill, Post Malone, Nirvana, Miley Cyrus and so many more - in a musical comedy mashup unlike any before it.
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My role was strategically positioning the show to ensure maximum cultural noise and exposure, as well as leading the 360 marketing campaign from concept into execution, working with teams across key art, trailer, social, OOH, paid media, talent, press and more to do so. We partnered with the SNL team throughout to ensure the campaign felt true to the SNL brand (which is a tall order), while making sure we were eventizing the show in all the right ways for Peacock.
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The result was a talent-forward campaign that struck the unique tone of music and comedy that only SNL could hit. Our goal was to have the event saturated in culture - and with coverage and clips dominating social feeds and press alike, the plan we laid forward caught fire in real time. With a campaign that had audiences lining up to stream the event (and signing up for Peacock to do so), talent like Miley Cyrus and The Backstreet Boys resharing our creative assets, and a night-of social clipping plan that broke the internet with organic views, all of the hard work leading up to the big night was worth it and was a dream come true to work on (minus the fact that dreams require sleep).
