Jeopardy!
Brand Identity & Marketing Case Study with Sony Pictures Television
DESIGN TEAMMary Bui
Maya Jusufhodzic
Trinity Gordon
Mia Matrazzo
Katya Campbell
Erika Ni
Mansze Choi
Chase Cross
Bella Mazzurra
Charlie Garrett
PROJECT LEADERSJeff Bortz | Professor
Kisumi A. | VP Design Sony
Tim H. | VP Creative Sony
DELIVERABLESTrailer & Episodic Promotion
Main Title
ID & Promo Toolkit
Print, OOH, & Experiential Advertising
Web Integration
Social Media Campaign
Jeopardy’s longevity has proven it to be a staple of American television programming. We want to extend the programs legacy statues by bringing in a younger generation of viewers. In order to reach this audience we will not only update the look, but utilize types of content popular with the internet age to propel the brand even further.
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Jeopardy is a staple of American television. What design implementations and marketing strategies could be used to reach new younger audience.
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Our goal is to help Jeopardy reach a younger generation of viewers, ones that are being brought up on the media of today. By targeting 16-35 year olds, we’re aiming to onboard a new set of lifelong viewers, while still retaining the loyal viewers of Jeopardy today. We will utilize forms of content popular with the internet age; short form content, such as tik-tok, and longform content, such as twitch. While Print and OOH can retain our legacy viewers, adding interesting pop-up events can draw in our younger audience as well.
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When thinking how to approach categorizing a new target demographic for Jeopardy, one factor stood out. Be sure when creating new content to never forget the legacy audience.
“It’s cool to be smart again!” The tagline for our campaign aimed at 16 - 35 year olds. Production of short form content will grab younger viewers attention. While long form media will be used to reach older audiences. Constructing print and out of home initiatives will allow for use to bridge gaps between audiences.
The Logo
A focus on smooth curves and vertical equity creates a balanced mark; that allows Jeopardy to take on a new playful feel.
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We decided on a sliding puzzle theme for our rebranding campaign. The puzzle symbolizing the intercut nature of Jeopardy. We wanted to create an array of modern and up to date graphics that would transform Jeopardy into an energetic and high powered identity. It aims to prioritize the thought process and vast amount of topics that attract people to Jeopardy, just with a new interpretation!
The Main Title
Utilizing the puzzle pattern, our designer Trinity animated the main title to focus on the relationships between the interlocking elements, emphasizing the intricate nature of Jeopardy.
Network ID
Based on the abc logo being circular, Our designer Erika decided to use the circular puzzle pieces from our main pattern to create the shape of the abc logo.
Promotional Toolkit
Designer Erika ranslates the sliding puzzle piece concept into a 3D space and creates text intercuts for the promotion team to use in their Trailers and Episodic’s.
Trailer & Episodic Promotion
Focusing on our target demographic we felt it’d be best to keep the tone of our promotional spots - fun, lighthearted and charming. The contestants featured are gathered through a ‘man on the street’ style interview. These interviews will be gathered at college campuses that participate in the Jeopardy rebrand launch campaign.
Print & OOH
#JEOPARTY!
#JEOPARTY!
Start the Party!
We created a #Jeoparty launch event, featuring a campus activation set right here at GSU, intended to be replicated on college campuses across the southeast. In tandem with this we also designed a billboard trivia campaign along a route connecting 8 major college campuses in the southeast.
Website
In rebranding the website we have added a reward system and the Live game feature. Both are created to help our audience interact with the show and have fun with our new Jeopardy Rewards system.
Twitch
We created costume stream assets for streamers to use when watching Jeopardy with their fans. Our goal is to implement our rebranding strategy while also making sure viewers have a very easy time getting Jeopardy! information such as season and episode information.
