The Bridge Home Ent Social Campaign
DMS managed the social media campaign for Arrow TV’s UK home entertainment release of the final season of the acclaimed Scandinavian Noir drama The Bridge.
The Social and Creative & Digital teams delivered a full-service social media campaign, including data driven planning and creative for over 25 pieces of original content – including social banners, motion posters, trailer cutdowns, cinemagraphs, animated packshots, shareable videos and an infographic aimed at getting new fans into the show.
DMS’ Social team then developed a posting plan to promote the series over a 12-week period starting with its broadcast launch on BBC 2 and building to its digital release on iTunes and later Blu-ray & DVD. In order to drive the conversation within the fan community, each week’s episode was followed by a dedicated asset, accompanied by copy asking for fans’ opinions on the latest plot developments and twists. The series was the number one trending topic on Twitter in the UK on the BBC 2 premiere and finale transmission nights.
Additionally, the weekly campaign reports looking at content highlights and impact on and outside of the owned channels were crucial in directing the posting schedule and messaging helping to engage existing fans and drive positive comments.
With this agile campaign management approach, the activity across four social media platforms, including Nordic Noir and The Bridge UK pages, generated 2.3 million organic impressions, with engagement being as high as 180,000+ video views and 57,000+ interactions. An additional 22,000+ mentions and 97 million potential impressions were generated through earned media showing the importance of the social media activation.