When FXX wanted to craft a “mini campaign” during its recent marathon of 600 episodes of The Simpsons dubbed the “Donut Experiment,” the network teamed up with Stun Creative.

The agency produced a campaign that followed one poor man who had to consume one donut for every episode of The Simpsons.

The marathon took place for 13 consecutive days starting on Thanksgiving Day of this year and ending at midnight on Thursday, Dec. 7.

In the clip, viewers catch a glimpse of a man named Doug, who is locked in a laboratory and must consume a donut “every 30 minutes” for every episode during The Simpsons 600-episode marathon.

The experiment was broadcast on air and across social media.

During the course of the clip, his appearance gradually becomes less neat, his hair is frizzy and he is unable to eat another donut. A lab technician then advises him that he can drink a donut in the form of a smoothie. Much later, his belly grows bigger, he sobs and he seeks spiritual guidance.

“[The promo] touches on the ideas of binging and gluttony that seem to resonate with the Simpsons and also parallel the idea of Thanksgiving,” said Ethan Adelman, vp of on-air promotions at FX Networks to Adweek about the experiment.

The marathon ended at midnight on Thursday, Dec. 7, and the man, we hope, is still alive and out there somewhere eating a salad.

The first Simpsons marathon allowed FXX to rise to the top of the cable rankings, with the then new network climbing to number one among 18- to 49-year-olds and 18- to 34-year-olds during prime time for the duration of the 12-day marathon. The network wanted to replicate the engagement and ratings of the first marathon with unique content throughout the campaign.

RELATED: FXX Celebrates ‘The Simpsons’ 600-Episode Marathon with Exclusive Snapchat Filters, Snapcodes

CREDITS

Client: FXX Network

Stephanie Gibbons, President Marketing & On-Air, FX Networks

John Varvi, Creative EVP On-Air Promotions, FX Networks

Ethan Adelman, VP On-Air Promotions, FXX Network

Tom Cropper, Director On-Air Promotions, FXX Network

Production Company: Stun Creative

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