“Once we secured our in-world Memphis area phone number, production added it within episode 6 (which actually took place in Memphis). This made fans feel like they were watching a real “true crime” episode - asking them to contact us if they had any information on Dre’s whereabouts. What’s funny is before we even promoted the number, we were getting text messages from fans who already watched the show and had gotten to episode 6. So they just decided to test it and see if it was a real number on their own. That was really fun to see! After release weekend, we already had over 2,100 community members. We knew at this point people wanted more. We also started seeing viral tweets and TikToks from fans about the activation at this point. Not just about the show, but tweets and videos solely about the activation itself. That’s when we knew we had something special on our hands!”