"Doing 'Bowlmates' is a step in a direction for brand social that allows the social industry and marketers to find different ways to reach different communities,"
"If people find something interesting, they can go back to that page and watch more. I think that is something that we're just going to see more brands do,"
Cava relaunched the social-native dating microseries 'Bowlmates' for a second season with nine episodes, including themed installments like a Valentine's Day episode. The first season generated 475,000 cross-platform views and hundreds of casting comments. The show's Instagram channel grew to 1,200 followers organically because no paid promotion was used. Cava plans to cross-promote 'Bowlmates' clips to its main social channels. Short-form, social-optimized programming is increasingly popular with younger consumers, with nearly half of Gen Z and millennials watching more microseries than a year ago according to Deloitte data.
Read at Marketing Dive
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