Line of Duty - Series 6
The Campaign
Line of Duty Series 6 launched with a campaign that put viewers in the shoes of the detectives. Working with Mat Rees, together we created a 360 campaign which got the Nation talking. And the evidence was conclusive. It was the biggest British drama launch in over a decade with 4.3 Million impressions on social for the launch trial and 13.8 Million viewers in one week MAKING IT THE MOST WATCHED DRAMA SERIES OF THE 21ST CENTURY.
QR Code Easter Egg Journey
A secret QR code hidden in the explosive new trailer led to a devious set of challenges for our audience to solve sending them on a hunt around the web. Fans came together across social to share theories and crack clues leading to a personal message from Ted Hastings.
Addictive, exciting and unexpected – just like Line of Duty.
OOH
TX Date Announcement - 6 Nations Ad Break
Launch Trail (created and edited by Dom Lea and Mat Rees)
Influencer - Line of Duty ‘Care Package’
We wanted to give influencers and fans of the show their own chance of playing detective, The bespoke ‘care packages’ contained various Line of Duty branded items and activities as well as hidden clues. The package was intended to help them survive the tension of the show and relax afterwards. Influencers and celebrities organically posted their packages -sharing their excitement and appreciation online.
Ted Hasting ASMR
Working with the audio team we created BBC Sounds first ASMR track starring Ted Hastings simply ‘logging on’ for a normal day in the AC-12 office.
Social - Boxset (Written by Mat and I and created by Lee Wignall and James Fairfield)
To drive a new audience to the show, we created a boxset campaign which gave new viewers and fans incentive to binge whilst reminding them that the new series is coming soon.
