By Meghan Peters, Strategic Partnerships, News

With the unlikely pairing of Jerry Seinfeld and rapper Wale on the cover of the latest issue of Complex, the magazine’s editors wanted to do something special to publicize it.

They created a series of four videos featuring the pair and uploaded them to the Complex Facebook Page. The first video, a parody of a Seinfeld diner scene, already has more than 480,000 views.

“Facebook was the perfect platform to incorporate in Complex’s epic Wale and Seinfeld December/January cover story because it would make the most impact,” said Carmen Villafañe, social media director at Complex. “The ability to reach the largest audience with the video player, gauge the reaction in real time with Insights, and the ability to leverage Wale and Seinfeld’s presence made it a huge moment for Complex.”

Complex also hosted a Q&A with Wale on its Page the day the cover launched. Wale joined the conversation, replying to comments and encouraging his fans to engage too. His Complex cover co-star Seinfeld also made an appearance in the comment thread.


“Complex’s mission is to make culture pop, and I really can’t think of a more real time example of that than a full-circle Facebook experience to bring people into a cover story, rather than just promote it,” Villafañe said.

See more Complex Facebook videos here, and learn how to tell your own rich video stories on Facebook.