How did @TedLasso become the fasting growing Twitter account in TV? By never promoting Ted Lasso the show, and instead, bringing Ted Lasso the character to life.

We started by creating an ecosystem of in-world Twitter accounts — all centered around Ted Lasso’s handle. We used them to extend scenes and storylines from the show, with social content that was part of the show’s production. Tweets were written with show writers in real time, and because people loved believing Ted was real, they played along, and engaged with him as if he were…

From back and forths with Dolly Parton, Steve Kerr, and Brandi Carlisle, to a cease and desist letter from Ryan Reynolds, and even a proclamation from the actual Governor of Kansas, people loved Ted’s Tweets. We never plugged the show. Even after winning a record number of Emmys, Ted just tweeted about family—and that tweet got over 155k likes.

People loved the social media for Ted Lasso because it didn't promote Ted Lasso, it was Ted Lasso. This lead to: over 100 million engagements. Not impressions, engagements. 536.5 million followers reached, @TedLasso becoming the fastest growing account in TV, and even trending on Twitter - between seasons.