How NBC harnesses social buzz to fuel fan fervor for This Is Us

NBC’s smash hit This Is Us already had legions of fans before the show hit airwaves in September of 2016. That’s because the show’s trailer – which NBC released during its 2016 Upfront – instantly became a hit in itself, racking up 105 million views on Facebook and YouTube before the first season premiered, according to the network.
Part of that was by design, of course; Jared Goldsmith, NBC’s senior vice president of marketing strategy and digital,