To promote the launch of South Park in Spanish for the US, we created South Park characters of some of the most recognized Hispanic celebrities for them to use as their social media avatars. We also had entertainment correspondents interview South Park characters and created spots glorifying the fact that, finally, Spanish speakers would be able to understand their favorite characters (except that most of the audio was bleeped because of all the cursing). It was a fun campaign very much in the spirit of the show that was also incredibly effective, particularly the social media avatars. For months after that we received requests to create avatars for c-level officials of the network:).
