The Brief
Rather than red carpets and photo calls, Netflix wanted to engage press, influencers and super fans in a way that truly felt like Black Mirror. Our job was to build an immersive universe that blurred the lines between Black Mirror campaign and reality.
Creative Concept
We turned the show’s Nubbin device into a real product experience, with the entire evening treated as a serious (read: dystopian) tech launch - no winks to camera, no “GOT YA!” moments. Guests underwent a mock product trial, complete with check-ins, actors, an experimental lab, and TCKR Systems' slick and polished branding.
The Delivery
Our London events team took over Curzon Bloomsbury and together with Bearded Kitten Studios, built TCKR Systems headquarters, considered, designed and built to feel like a real HQ. Guests checked in, received their floppy disk itinerary, and underwent memory “uploads,” guided by actors… we mean, TCKR employees.
Fans, super fans and influencers enjoyed exclusive screenings of Black Mirror before public release, culminating with a live Q&A with the show's creator, Charlie Brooker, and Black Mirror producer, Jessica Rhoades, which was streamed to thousands more via Tudum.com.
The Impact
Sometimes, guest reactions say everything you need to say;
“Insane experience.”
“Dream come true.”
“Terrifying… but yeah, lots of fun.”
The broader campaign caused hysteria online. Billboards plastered on Piccadilly Circus, seeded content, and in-character actors popped up across London in the days leading up to the event. Social media was flooded with UGC, with some videos hitting tens of millions in views. The general public couldn’t get enough: “Is this product real?!” “Where can I buy this?” and genuine worries about such a severe advancement in tech.
Fans posted. The press covered it. And no one was entirely sure what they’d just walked into, which was exactly our aim. Netflix were delighted. Charlie Brooker stayed for the long haul. The Nubbin did its job.
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