Drive awareness and sales for new season of Succession streaming on NOW’s entertainment membership. Ensuring NOW gained cut-through and SOV for this hit-show in a busy promotional window.
Whilst the show has gained a good following we were launching in a very busy launch window and had no access to cast members unlike many of our competitors.
At the heart of succession is a gut-wrenching story about sibling desperately fighting for their Dad’s ever elusive love, approval and power. They go to extreme lengths to buy his approval… like the time Roman Roy bought his Dad the wrong football team.
❤️ 🤝 Waystar | Royco @NOW pic.twitter.com/P6heMCm3Aq
— Heart of Midlothian FC (@JamTarts) October 18, 2021
We worked with the high-flying Edinburgh club Hearts of Midlothian F.C. on a partnership celebrating Roman Roy’s fictional takeover of the team.
The name of the Roy family’s infamous company Waystar Royco was added to the front of Hearts’ iconic shirts and branding within the club’s Tynecastle Park stadium.
Captured video and imagery at an official ‘unveiling’ of the shirts to Scottish media at Hearts’ Tynecastle Park stadium with the club’s manager Robbie Neilson and players.
To deliver national and consumer lifestyle appeal we unveiled the Hearts partnership with supporting assets on the day of TX, whilst simultaneously running a research piece on the theme of sibling rivalry.
To underpin the activity further, we seeded shirts to media and paid influencers, encouraging conversation about the show via #SuccessiononNow.
The campaign delivered widespread editorial across national, sports, consumer lifestyle and regional titles with 32 national pieces, 10 consumer lifestyle and a much-coveted broadcast slot on STV 6pm news. With an overall 1,285 pieces for the campaign.
Editorial reach tipped 176.6 million.
The campaign kick-started organic conversations amongst influential media and influencers including cast member Babak Taft and Jack Seal.
A huge amount of positive talkability on social media with posts on Hearts/NOW’s Twitter channels driving 647,500 impressions and 37,352 engagements without any paid support.
One Cannes Lion nomination in the Entertainment for Sport – Brand Storytelling category! (plus a multiple of other industry award shortlists)
