Showtime
The Chi Fam Reunion
We celebrated Season 6 of Showtime’s The Chi and its move to Paramount Plus with parties all over the US that brought fans closer to their favorite show.
The Chi is a timely coming-of-age story centering on a group of residents on the South Side of Chicago, created and executive produced by Emmy® winner Lena Waithe.
Showtime tapped us to broaden and deepen fan engagement ahead of the sixth season while highlighting it’s new home on Paramount Plus.
GIVING THE #CHIFAM THEIR DUE
The show’s universal themes resonate deeply, particularly with African-American audiences who make up 84% of viewers. Given the show’s deep family themes and it’s highly loyal and engaged fan base (called the #CHIFAM), we felt that the beloved staple of family reunions — and their themes of fellowship, socializing, BBQ, and commemorative T‑shirts — would be the perfect way to celebrate the return of the show and its engaging characters.
ENGAGING THE RIGHT COMMUNITY
We knew we needed to engage the right partner to activate the right communities with the right energy. We found the right fit with popular party crews like Everyday People, Wine & Sage and Great Energy Group that celebrate Black culture through live music events. Partnering with them ensured our events were authentically cool and successful, allowing us to bring fans in Chicago, NYC, LA, Atlanta, Philly, Houston and Camden closer to the show.
GIVE THE PARTY PEOPLE WHAT THEY WANT
Guests could take pictures, score free swag and extended free trials of Paramount +, preview the new season, even meet cast members and enjoy Smokey’s BBQ from the show. Meanwhile, the Chi Fam Street Team roamed the dancefloors hooking up party-goers with everything they might need, from ice pops and water to customized lighters and rolling papers.
We love you, Lena!
We see you, Chance.
- 6000+
- Attendees, 40% over goal
- 1M
- Impressions
- 25%
- Increase in S6 Viewership
SUCCESS BY EVERY METRIC
Our strategy of partnering with locally relevant party crews ensured our events were not only successful, but attended by a who’s who of local culture-makers, from A‑list celebs to party influencers. By seamlessly integrating into each stop and adding to the experience we blew away client goals and kept The Chi top-of-mind throughout the season. Most importantly, Season 6 became a record-breaking success for The Chi, delivering its most-watched season yet on streaming.
