A&E Bates Motel
Season 3 Guest BookA&E’s Bates Motel had built a reputation as a top-tier drama with a fiercely loyal, active fanbase. This community wasn’t just watching—they were creating, sharing, and celebrating. A&E tapped into that passion to build even more anticipation and loyalty ahead of Season 3.
InsightSeason premieres always bring the pressure to stand out, but this time A&E wanted to go beyond traditional campaigns. The goal was to create something personal that felt more like a thank you than marketing, while still building buzz for the new season.
ChallengeCreated by A&E Television in Partnership with Tumblr
Role: Illustrator
A&E flipped the script, creating a limited-run Bates Motel guest book designed exclusively for the fans who lived and breathed the show. Teaming up with Tumblr, they handpicked creatives and gave them a permanent place in the book, alongside credits and personal quotes.
Idea
Fans earned a spot on the guest list through a Facebook quiz, with 2,000 receiving a guest book before Season 3. Inside was a hidden link to a sneak peek and a welcome from Norma Bates (Vera Farmiga), plus cast features with Norman Bates (Freddie Highmore).
Social Outreach
Sparks Viral Buzz and Media Attention From:
Fans flooded social media with photos, sparking conversations across platforms and catching the attention of outlets like Mashable, Entertainment Weekly, and People — driving 42.4 million impressions and proving that when you make fans part of the story, they’ll take it from there.
Result42M+
Impressions across paid and organic tactics
*According to Shorty Awards
fans receiving a guest book before Season 3
2K+
*According to Shorty Awards
forever linked to an iconic show that captivated audiences worldwide
