South Park: Inside the brain of a fan

American broadcasting and cable company Viacom partnered with Merchant Mechanics to conduct a study of the brain activity of fans of Comedy Central's show South Park.

Campaign details

Brand: South ParkBrand owner: Viacom via Comedy CentralLead agency: Merchant Mechanics Inc., ViacomCountry: United StatesIndustries: TV channels, services, programmesMedia channels: Online video, Television, Content marketing, Television - direct responseBudget: 500k - 1 million

Executive Summary

Watching your favorite show is anything but a passive experience. Great television shows have the power to move you emotionally, and thoughts about the characters and storyline can persist long after the show is over. Some stories are so powerful that they can change how you define yourself: you become a fan.

Fandom...

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