Black Mirror

Problem:

Channel 4 was launching "Black Mirror," a new series exploring the dark side of technology and its impact on society. The show needed a marketing campaign that would capture the attention of its target audience and generate significant buzz and anticipation for its premiere.

Insight:
We recognised that "Black Mirror" tapped into a growing cultural anxiety surrounding technology and its potential to control and manipulate our lives. We also understood the power of online communities and viral content to spark conversations and amplify awareness.

Solution:

We created "Project Black Mirror," an online hoax that played on the show's themes and captured the imagination of our target audience.

• We fabricated a story about two individuals who had "hacked" their iPhones to be controlled by their minds, creating a fictional product that blurred the lines between technology and human consciousness.

• We produced a convincing kickstarter video demonstrating this "technology," complete with fabricated testimonials and technical explanations.

• We seeded the video and supporting content across relevant online communities and social media platforms, encouraging discussion and speculation.

This campaign tapped into the zeitgeist of culture’s fascination with cutting-edge technology, generating intrigue around the launch

Results:

• 250,000 views in 3 days:

• 25.6 million potential impressions: The campaign generated extensive media coverage, appearing on Mashable, The Wall Street Journal, and RMT, significantly amplifying its reach.

• At its peak, "Project Black Mirror" was being tweeted about every second.
  Users spending an average of 2 minutes with the content.