FX Networks:
Dying for Sex Launch Partnerships Strategic Brand Collabs to Spark Cultural Buzz & Drive Tune-In
To launch FX’s Dying for Sex, TAILWIND developed and executed a trio of brand partnerships designed to reach millennial and Gen Z women in high-touch, emotionally resonant ways — blending real-world experiences, digital integration, and shareable content
WHAT WE DID
To launch FX’s Dying for Sex, TAILWIND developed and executed a trio of brand partnerships designed to reach millennial and Gen Z women in high-touch, emotionally resonant ways — blending real-world experiences, digital integration, and shareable content.
The resulting multi-platform partnership strategy brought the show’s themes to life, generated buzz across culture and commerce, and delivered measurable reach and engagement at launch
ACTIVATION: Catbird Jewelry
Retail and digital campaign centered on friendship and self-expression
In-store takeovers, curated “BFF Jewelry Edit,” and branded gift-with-purchase
Social, sweepstakes, influencer gifting, and PR outreach
250K+ impressions, strong e-comm lift, and 55% email open rates
ACTIVATION: Kreation Juice
Branded “Dying for Juice” weekend takeover at 10 LA locations
Free limited-edition juice, in-store signage, staff uniforms, and digital content
Amplified via SMS, app, email, and social to 215K+
Drove 10% in-store traffic lift and full sell-out both days
ACTIVATION: Uber Eats + Postmates
Delivery overlay promoting the FX x Kreation collab
Free juice with Kreation orders $35+
Hero promos on both apps, push notifications, and email to 550K users
Boosted awareness during key dining occasions
