The Challenge: To promote their new show 60 Days In, A&E tasked DX with creating an engaging social campaign that would not only drive awareness and tune-in, but give viewers a taste of what it would be like to be behind bars.
The Solution: Using a creative spin on the popular TASTY video series, DX did just that by visualizing real prison recipes as reported by ex-cons. One appetite-ruining video-shoot later, CHOW was born. DX created 6 prison recipe videos for use across Facebook, Twitter, and YouTube. The campaign received over 8 million views, 31,000 shares, and nearly 100,000 engagements!