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Sneaky Peek

Sneaky Peek | BBC | BBC
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basics
Industry: Media & Publishing
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Synopsis
We were tasked with promoting the 4th series of Peaky Blinders on BBC Two. The marketing objectives were: 1) Reaffirm to 16-44s that BBC Two is the original home of Peaky Blinders (not Netflix) 2) Increase consolidated viewing figures to 4 million by making it a cult following 3) Make Birmingham fall in love again with their local heroes (the previous series saw disaffection from the Midlands as the plot moved away from the original setting) 4) Improve perceptions of BBC Drama among 16-44s 5) Increase the amount of female viewers
Strategy
Based on consumer research, we knew that our audience love the sense of exclusivity and immersing themselves in the world of shows. The strategy was to go big locally (Birmingham) to both solidify the show’s standing in its heartland, and create FOMO elsewhere around the country. We know our audience favour Facebook and Twitter so prioritised these two social platforms to amplify the message to the four corners of the country. We carefully staggered the different stages of the campaign, in a series of innovative firsts for the BBC.
Outcome
- Ticket applications for Sneaky Peak Live: 230x capacity - The BBC’s most popular cinemagraphs: 620k views - Exclusive release of the first 2 minutes of Ep 1: 2.2m views - Influencer Sneaky Peaks: 2.9m views - Episode 1 trended #1 on Google, Twitter, Facebook. - The only drama to feature is the top 10 UK programmes on Twitter - The launch trail is the BBC’s most viral ever: 15 million views online - Total video views across Twitter and Facebook: 30 million - Rebalanced the series gender split: 53% male / 47% female - Largest audience for Peaky Blinders ever: 6.5m - The BBC’s most successful drama campaign ever - The UK’s most successful drama campaign of 2017
Execution
A message from the show’s creator during the Birmingham-Aston Villa derby announced to 45,000 fans - Sneaky Peak 1, recreating the iconic Garrison Tavern in Birmingham. The BBC’s first immersive experience, it enabled local fans to explore the world of Peaky Blinders and meet the entire cast. Fans around the country engaged and interacted via two Facebook Lives. Our second Sneaky Peak premiered the launch trail online. Sneaky Peak 3 was another first - the exclusive release of the first 2 minutes of the episode 1. The fourth Sneaky Peak was a series cinemagraphs, teasing new characters from series 4. Finally the last batch of Sneaky Peaks were social films recorded and shown after each episode. Famous fans and influencers, with over 25 million social followers, were given access to the episodes. They replied to their favourite social comments and shared their own personal Sneaky Peak from the next episode.
CampaignDescription
We created Sneaky Peak. The campaign idea is to offer unique and exclusive peeks into the world of Peaky Blinders. Over 8 weeks, we created and released at different stages, and across different media, creative content that would drive anticipation and talk-ability among our audience. Think of it like a good old reward loyalty scheme applied to the rules and possibilities of modern-day media.
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Agency:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Social & Influencer
Brand Storytelling
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