The Immersive Bridgerton Experience
Client
FEVER
The challenge:
Drive publicity and ticket sales for Secret Cinema's immersive Bridgerton event in London, in collaboration with Netflix and Fever.
How we did it
We created a strategy that focused on the initial announcement of the immersive event, amping up fan anticipation of Bridgerton Season 2. We built a star-studded VIP list of talent, media and influencers including Rachel Stevens, Jasmine Hemsley and AJ Pritchard, Johannes Radebe & Kai Widdrington from Strictly, and more, for the official launch. We facilitated a stunt renaming Regent Street as Regency Street to generate earned media coverage the day before opening, and we kept up the momentum by partnering with midi and macro fashion influencers to create a Bridgerton “Get The Look” social campaign.
Results
We generated more than 100 pieces of coverage with the initial announcement, which was supported by a long-lead press office targeting gift guides. We landed momentum coverage of the street name stunt in key titles, including The Evening Standard and London Live. We delivered a further 50 pieces of coverage from the VIP event, which also generated 50+ social posts from invited guests, creating more than 5 million impressions.