TSITP but sexyback plays every time Conrad is on screen

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Promoted product

TVNZ+tvnz.co.nz

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14 videos

Why it worked

The video leverages popular fan-edit culture and a trending audio track to engage fans of the show, making the promotional message feel like organic community content.

Summary

This video features a montage of clips from the show The Summer I Turned Pretty, edited to play the song 'SexyBack' whenever the character Conrad appears. The creator uses this fan-edit style to promote the show's availability on the TVNZ+ streaming platform.

Structure

1Fan-edit montage of Conrad from The Summer I Turned Pretty
2Overlay text explains the editing premise
3Dialogue from the show plays over the clips
4

Original caption

For all the #teamconrad fans 😌😌 #TheSummerITurnedPretty is streaming on TVNZ+

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Product placement

The Summer I Turned Pretty (a TV series) appears as the subject of the video clips; TVNZ+ (a streaming service) appears as the platform where the series is available. Both appear as the subject of the promotion. Removing them would change the entire purpose of the video.

Call to action

The Summer I Turned Pretty is streaming on TVNZ+

On-screen text

TSITP but sexyback plays every time Conrad is on screen

Transcript

You said marijuana messes with white matter. Do you even know what white matter is? You said our brains are still developing and that... God, do you memorize every single thing that I've ever said? Get over yourself. I mean Conrad, you're the one who said that that smoking's dumb and that real athletes don't put shit in their bodies. I said a lot of stuff. And I'm not an athlete anymore. So... Well, I still think you should quit. Why? You give me a fake, do you?