Peaky Blinders

Peaky Blinders saw a drop-off in viewers after Season 3 that was due in part to the Shelbys moving away from their Birmingham roots. The BBC wanted to tell viewers that Season 4 was going back to Birmingham.

We immersed fans in the Peaky Blinders world by recreating the Garrison Tavern at a Birmingham pub for the premiere. Complete with costumed actors, a live stream to fans worldwide with cast interviews, competitions and interactive Barbershop content. All advertised online and with OOH flyposters around the city.

We created an Instagram AR filter to turn yourself into a Peaky Blinder which was used live on The One Show on BBC One, and by the cast of Strictly.

We dropped cinematic trailers and staged social feed takeovers, keeping the conversation flowing post-launch with weekly ‘Sneaky Peaks’ from celeb fans.

This became BBC Two’s most successful campaign ever, with 15m views of the launch trail and 2m views of the celeb Sneak Peaks. Episode 1 trended at #1 with the largest audience of Peaky Blinders ever at 6.5m.

It was shortlisted for a Cannes Lions in Brand Storytelling, won GEMA golds for Best Use of Social and Best PR or Experiential Stunt, and collected the EBU Connect Award for Best Fictional Promotion.

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