Fox Unveils #KidsAreDicks Marketing Campaign for ‘The Mick’

The Mick
Courtesy of Fox

Fox unveiled a brash new marketing campaign for its upcoming comedy series “The Mick” on Thursday.

Built around the social-media hashtag #KidsAreDicks, the campaign aims to encourage would-be viewers to share their most horrific parenting stories. “The Mick” stars Kaitlin Olson as Mickey, an ill-mannered woman who is stuck caring for her niece and two nephews after her sister and brother-in-law flee the country.

“In the social universe of today where from the outside, everything can look glossy, picture perfect and surgically curated, we all really embraced Aunt Mickey’s style of just telling it like it is,” said Angela Courtin, chief marketing officer for Fox Broadcasting. “So instead of those glowing ‘my child is a straight A student’-style bumper stickers, we instead thought ‘Kids Are Dicks’ was reflective of the way things can unfold when keeping it real. And by telling it like it is, and in her own way, Aunt Mickey is actually “winning” at parenting. It’s a point of entry that is relatable in this day and age.”

The campaign encourages people to tweet their most horrific parenting stories under the #KidsAreDicks hashtag. It also includes a series of videos, the first of which was released Thursday, that feature Olson’s character meeting with marketing executives about the campaign for her show, and blowing them off in favor of the improvised #KidsAreDicks.

“We like to keep the narrative and personalities of our various characters alive through digital extensions,” Courtin said. “When we find that we are true to the characters, their voice and tone throughout a campaign, it strikes a chord with our audience. The authenticity of Kaitlin’s character lends itself nicely to social, and our head of social content marketing, Megan Wahtera, and her team did a great job capturing the essence of Mickey.”

The campaign, developed with advertising agency 360i, will see tweets featuring the hashtag displayed on a billboard in New York’s Times Square, and will culminate in a Snapcash money giveaway pegged to the series’ Jan. 1 premiere.

Watch the first video from the campaign below:

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  1. Missy says:

    Kids are dicks? And they thought this was OK? I like the young lady from “Philadelphia” but Fox is run by a bunch of out-of-touch morons with a campaign like that. When will the networks, all with very, very low ratings, learn that the vast majority of Americas are moral and don’t live in the SoCal pocket of NYC? It’s a ridiculous campaign.

    • FranklynG says:

      Well you won’t be able to see The Mick when it premiers on Sunday January 1st because you will probably be at a barn raising or church pot luck. The reason network TV is dying is because they can’t compete with the cable shows that push the limits and then some. This is a funny show and someday when you get cable to your farm you might even learn to laugh.

  2. JenniferK says:

    So FOX is STILL run by a bunch of idiots, apparently. “Let’s call children dicks, it’ll be fun.”

  3. JimBob says:

    So Fox thinks, “Kids are dicks” is “keeping it real” and Lena Durhan thinks abortions are fun. Fat Amy Schumer is going to be a Barbie that shames the fit dolls for being fit. Is anyone REALLY still wondering while Donald Trump is president? Can’t these people in Hollywood see how horrid they are?

  4. Waytoo says:

    So a major network actually thinks “kids are dicks” is a good way to advertise a TV show? Unbelievable how stupid and out-of-touch this industry is. Amazing. The one-brain, extreme-liberal or blacklist, intolerant lot.

  5. NoKidzNoProbs says:

    Clever guerilla marketing get around FCC complaints. Kids are a nightmare theme looks fun. Will definitely DVR.

  6. Coops says:

    INSANELY stupid, but again, it’s Fox. Only ABC is stupider in the entire world of television.

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