“University of Andy” Weeds Webisodes (2009)

Background: It started with an insight. We put an episodic clip of an “important life lesson” on YouTube and it dramatically out performed all others. Partly because of the content (I know). But we saw through the comments that users were responding to this character. There was an opportunity to keep the momentum going and do something bigger around this character!

Strategy: Shine a spotlight on the Uncle Andy character and give him a platform to share more life lessons on YouTube. By creating original digital content for the internet, we could appeal to younger audiences and grow the series.

The Concept: The University of Andy, the only online University that teaches you what you really need to know in life. Classes include: How to Survive A Bear Attack, How to Pick Up Chicks, How to Survive the Apocalypse, and many more.

The Results:

• Over 10 million views within the first 10 days without any paid media, press or even promotion.

• Organic editorial pick up from Entertainment Weekly, Buzzfeed and many others.

• The video was seen by Chelsea Handler who invited Justin Kirk (Andy) on her show as a result of this.

• The first original digital series ever produced by Showtime.

• The first ever transmedia extension of a Showtime series.

Credits:

Written by Brendan Kelly & Dave Holstein (Weeds writing staff)

Starring: Justin Kirk

Creative Strategy & Production: Erin Joyce, Trevor Noren, Rachael Pearlstein