Among all the big budget social media campaigns that surrounded this year’s Super Bowl, Portlandia’s effort actually turned out to be one of the best.
In advance of its upcoming 4th season premier, the show’s marketing team gave Twitter control to a volunteer at Portland’s feminist bookstore In Other Words (a frequent filming location). She live tweeted the whole game, making jokes in the vein of the program and using such funny hashtags as #FeministBookstoreSaysWhat. The results were funny and successful – the show’s account went from 65,000 followers to 81,000 and received 8,000 retweets during the big game. Not bad for a completely unpromoted effort.
Click through to read more tweets.