Channel 4

Marvel’s “Agents of S.H.I.E.L.D”

We appealed to the S.H.I.E.L.D

Channel 4 asked us to promote one of their largest acquisitions, Marvel’s “Agents of S.H.I.E.L.D.” series.

  • Challenge

    Channel 4’s big new series needed hyping up for a UK audience, among a saturated market of superhero shows and films.

  • Insight

    By engaging with the public directly and blurring the lines between fiction and reality, we could create intrigue in a way not usually associated with superhero programming.

  • Solution

    We staged a stunt all over Manchester and London by planting mysterious signs appealing for witnesses of an incident of super-heroism, piquing the interest of passers-by. Branded with the S.H.I.E.L.D. symbol, they invited anyone with information to contact them and tune in to Channel 4 at 8pm.

Results

  • 12.2m
    viewers gained, the highest for a US drama debut
  • 2.2k
    people called out S.H.I.E.L.D Hotline
  • Stephen Fry was fooled
    twice tweeting about the signs

On Social

In the Press

What they said

Agents of SHIELD’s campaign team came up with a clever marketing ruse today, setting up appeal posters in various locations around London.”

Independent