Royalty is full of secrets and mystery but it's above all a circle where discretion is king; in that court we "show don't tell". Therefore, we decided to target people that were wondering and manifesting interest around the show. Instead of having a contest that always taste a bit commercial, we decided to reach out directly to our audience by letting them know that the Queen was about to send them an incredible gift.

The mechanics of the activation was Twitter centric: the audience was targeted through this platform by receiving a mysterious message coming from Netflix. Fans who responded positively got awarded the title of Lord or Lady of the Crown. They received a royal kit including a vial of Britain's land Netflix acquired on their behalf, a tartan symbolizing their clan, and an authentic certificate of their title of Lord or Lady.

The royal kit had to be as well crafted as the show itself. Therefore, all the best materials were employed to match royal standards. Netflix acquired pieces of land in Glencoe, Scotland on the behalf of Netflix's Fans. We extracted earth from these lands and put these extracts into vials showcasing GPS coordination of origin and that would be sent along with a tartan and an authentic certificate of the title of Lord or Lady. The box that contained all these assets was made of wood to give it a special feel. We engraved the logo of the show on the upper face of the box. In total, we delivered 100 royal kits.

When refering to fans, we had a response rate of more than 82% (percentage of fans that answered positively to our 1st tweet) and 82% of those fans have finaly been ennobled. More than 48% of those have posted UGC on their Twitter account (Instagram, Snapchat and Facebook couldn't be counted) wich generate more than 325K impressions.

When refering to influencers, it appears that more than 500K impressions were generated on their Twitter account + Snapchat and Instagram stories posted. Some influencers such as Natoo have more than 2.3M followers wich insured a great visibility for the campaign and the show.