Troika has worked with The CW since it launched in 2006. Their most recent rebrand campaign for the network, “TV Now,” redefines the brand atmosphere. With the light-speed convergence of traditional and digital media, the second screen has emerged and the social generation is tuning in. Looking to maintain a connection with their loyal, youthful audience, The CW teamed up with Troika to explore ways to effectively infuse social in its brand. Lost Remote sat down with Troika Creative Director Reid Thompson to discuss social TV, The CW rebrand and their “branding in the cracks” strategy.