Sony Crackle

A new social strategy to connect with old fans

strategy|content|media|community management

Data-driven reactive content strategy.

Cross-brand fan engagement.

600% Y-O-Y increase in video consumption.


To reinvigorate Crackle’s social presence, NEWHOUSE did extensive research to identify a group of super fans across the Sony brand’s outlets.

We then crafted a “brand voice” to appeal to this audience, creating content in a vernacular targeted directly at them... and plotted a broad social media strategy around the films and shows these users loved most.


Ultimately this strategy (empowered by paid media) expanded Sony Crackle’s core demo well beyond all established benchmarks.