Season 3 of Killing Eve pushed the envelope further than ever before. We wanted to match that with a campaign to immerse fans into the subversive, stylish, twisted world at the sharp end of TV culture.
However, as the premiere approached, the world was hit with the global pandemic. Knowing our fans needed community more than ever, our campaign took on new drive and meaning.
The results were emphatic.
Here’s how we did it.
We kicked off our campaign by giving fans “a little bit of good news” to get them through lockdown -
Killing Eve would premiere 2 Weeks Early.
We announced this and engaged Sandra Oh, Killing Eve’s titular ‘Eve,’ to check in with fans on social
― this special message received an outpouring of love and thanks from fans:
We treated fans to exclusive behind the scenes access all season, including two talent Reddit AMAs, that forged deeper connections between fans and the show that kept all safe and in quarantine. We teased the AMAs on key social media platforms hours before they were scheduled to surprise and delight fans.
Our release rituals and in-platform interactive experiences created the addictive experience that kept fans checking their phones hoping for a notification from us. It also reminded all of us that we were in this together.
We gifted our fans coloring pages to pass the time before the season premiere.
Utilized customized social graphics to immerse our fans in pivotal moments.
Leaned into an in-world social grid on Instagram to draw both new and old fans in.
Planned interactive Instagram Stories weekly, encouraging our fans to have some fun.
Delivered on a beloved tradition with a custom #KillingEve hashflag that uniquely highlights each season.
Gave fans fresh GIPHY stickers inspired by what they loved the most this season.
Our fans were very vocal, showing up every single day to talk about Killing Eve. We loved hearing from all of them and wanted to make sure that they knew it.
We crafted custom social videos that paired fan reaction tweets to the most entertaining, controversial and highly anticipated moments from the show, and shared them to follow each episode.
These deeply resonated with fans and sparked further conversations across the fandom.
We brought the community together to celebrate Season 3’s blockbuster moments with Chilling Eve, an interactive two-part live event in partnership with Paper Magazine.
The event provided fans with a safe space to discuss Season 3, share fan-art and cosplay, see talent and each other face to face, and celebrate the show both in season and after the finale.
Most importantly, Chilling Eve gave fans the opportunity to engage with one another in the comments and across social platforms during the event.
Click to watch Chilling Eve, the Virtual After Party
The Chilling Eve livestreams garnered 450.6K views across Killing Eve & Paper Magazine handles and discussion around it spread across all social media platforms, leading into a greater discussion about the season as a whole.
Season 3 made fans scream every week,
and we ended stronger than ever.
But most importantly, we built on an already strong sense of fan community around the show,
entertaining the audience with exciting social experiences while they were staying safe at home.
