Date:
Jan 1, 2019
Author:
James Johenning
01
The Problem
Rotten Tomatoes was trusted as a score — the Tomatometer — but a score isn’t a content business. The commercial goal was to convert that trust into owned programming and new distribution (social video, FAST/OTT) that grows audience and brand equity.
02
The Listen
Fans already rely on the Tomatometer to decide what to watch. The opportunity was to meet them where they scroll and stream with native, branded formats that turn a verdict into something watchable.
03
The Activation
Built The Ketchup (a 3× weekly entertainment news program), Binge Guide (a weekly TV & streaming rec show launched from home in April 2020), the RT brand relaunch, plus promos, sizzles, social cutdowns and a FAST/OTT channel and podcast.
04
The Outcome
Extended the Tomatometer brand into always-on streaming programming across social, FAST and OTT — growing owned distribution beyond the score itself and building a repeatable show-format system the brand could keep running.
