Got a ton of people on the internet talking about the same thing for a day? Brands might rush in. Got a ton of people talking about the same thing for weeks on end? Brands will rush in.
That’s exactly what has happened over the last two months amid the third and final season of Amazon Prime Video’s The Summer I Turned Pretty, an adaptation of a book series by Jenny Han that nabbed 25 million viewers in the first seven days following its premiere, according to Amazon internal data shared with Marketing Brew. The coming-of-age romance drama following Isabel “Belly” Conklin and her relationship with two brothers has been the talk of the summer on social media, with fans speculating what will come next each week, making predictions, and dissecting episodes. And many, many brands and sports teams and leagues have made content chiming in.
Social media teams who spoke to Marketing Brew said the response to their show-related posts has largely been positive. So why not continue to build on the momentum? For some marketers, the show has a particular element making it ripe for conversation: there’s a team element to the show, with many fans rooting for either Conrad or Jeremiah Fisher to win over Belly’s heart and declaring themselves #TeamConrad or #TeamJeremiah.
“What really excites us in social is that fandom is a universal language, whether or not you are a fan of a baseball team or a TV show or a musician,” said Cameron Gidari, VP, social media and innovation for MLB, which has been posting about the show on its socials since August. “This show is having watch parties [where] you’re team Conrad or you’re team Jeremiah, so a lot of the instinct and the behavior is really similar to that of a sports fan.”
Brother lover
For many brands, tapping into The Summer I Turned Pretty’s popularity—and brand placement in the series—is driving big numbers. Engagement for social content about the show’s third season is up 514% from Season 2 for Mondelez’s Swedish Fish, according to the company, and the brand’s top two TikToks for the summer were both about the show. Meanwhile Sour Patch Kids, another Mondelez brand, has netted 12 million impressions so far this year for its show-related social content, the company said.
Both brands were referenced in the show at the end of the second season, with each brother debating which candy she will choose—an on-the-nose metaphor for which brother Belly will ultimately end up with.
“It was a pleasant surprise to us to be featured in such a prominent way,” John Vasington, senior brand manager, candy, at Mondelez, told Marketing Brew. “Jenny is a fan of the brands, and I know has included us in the third book, so we had an idea that we’d probably at some point make an appearance in the show. But for it to happen in such an impactful way in Season 2 was a really welcome surprise.”
In the gap between seasons, social chatter tying the brands to the show didn’t slow down, said Sandra Yang, associate director of social and strategy for Dentsu Creative, Mondelez’s agency, and both brands opted to advocate for the brother tied to the brands online. For the third season, the brands became an official brand partner, with limited-edition boxes of Sour Patch Kids for Team Conrad and Swedish Fish for Team Jeremiah.
“We knew this show was going to be very top of mind for Gen Z as the new season kicked off, and we wanted to be a part of it in a much more substantial way,” Vasington said.
The summer I became a fan
Most brands don’t have the luxury of appearing in the show’s universe. Even so, brand social accounts big and small have recognized the value of staying up-to-date on the show.
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MLB, for example, started posting about the show in mid-August after a member of its social media team who is a fan of the show pitched getting involved, Gidari said. As of late August, the social content around the show had generated 2.5 million views and 540,000 engagements.
In addition to the brand TikToks and Reels referencing episodes, brand accounts are also showing up in the comment sections of edits that fans make for the show, sometimes doing so with commentary about the episode or rooting for a particular character.
“I think why this phenomenon caught wildfire this summer, in addition to the pure escapism… [is that] it allows us to talk the way these people talk, make creative the way that they’re already seeing stuff on their own algorithms and their own platforms, like it doesn’t feel brand-y,” said Mimia Johnson, SVP of creative excellence at VaynerMedia, which created social content around the show for brands like Miralax and sparkling-water brand Bubly.
“People don’t want to see ads. They want to see brands that act like people,” Johnson noted. “That’s why we see the brands in the comments. That’s why we see brands activating Team Jeremiah versus Team Conrad, talking about love triangles.”
Nick Mazzucco, head of social strategy at Burrell Communications, said that at a time when social media managers worry about the high stakes of internet chatter, something like this can be a low-stakes way to participate in a trend.
“It is that spark of old internet monoculture,” he told us.
When it comes to activating around TSITP, social media and brand managers said they are careful to use language like the names of the characters from the show rather than specific IP like quotes, soundbites, or even the Taylor Swift songs used in the show that could land them in hot water when creating content.
“There wasn’t a specific line in the trend that you had to use, you could really make it your own,” Katherine Blessis-Poto, social media specialist at Hannaford Supermarkets, said. “So we felt comfortable taking that risk and putting it out there.”
Some brands have an advantage by working with the show’s cast or creators to get them to be part of the content that they’re making around the show. The reigning WNBA champs, the New York Liberty, for example, hosted cast members and Han courtside; a subsequent post with the cast garnered more than 80,000 likes on Instagram, and on TikTok, content with the cast was one of the top four highest-engaged videos of August. Meanwhile, content with the cast for Barclays Center, where the Liberty plays, nabbed 8.1 million views and more than 920,000 engagements on TikTok and 3.1 million impressions on Instagram.
Shana Stephenson, the Liberty’s chief brand officer, said the partnership worked well because Liberty players are fans of the show themselves.
“Liberty center Nyara Sabally is a fan of The Summer I Turned Pretty and proudly reps Team Conrad,” Stephenson wrote in an email. “Bringing her together with the cast courtside postgame felt organic and true to who she is—and that authenticity is exactly what we aim for.”
After the show’s season finale on September 17, brands will look for more shows to, like consumers, throw themselves into.
“We’re going to continue to see that more and more as people are looking for that escapism,” Johnson said. “They’re looking for something that totally sucks them in.”