The Pinkertons: New Series Launch

The Pinkertons, a US period drama, is coming to the UK this autumn exclusively to Drama channel. UKTV asked us to amplify editorial content about the show on social media, to come up with a coherent online look and feel for all visuals relating to the show, and to create a series of images for web and social.

We came up with four ideas for online amplification: to get lifestyle bloggers popular amongst Drama's core on-air demographic to review the show, to tap into Tumblr's period drama fan community, and to advertise website content to fans of similar shows on Facebook. Our final idea was to create a 'recommend a friend' Twitter card that, when clicked on, pre-populates a Tweet for the user and allows them to enter a friend's handle to recommend the show and provide a link to watch the pilot on UKTV Play. No broadcaster has done this before.

Sam Pearson, Social and Digital Marketing Manager at UKTV, says: "With The Pinkertons being Drama's first foray into new and exclusive we needed a campaign that could help translate our brand's 'affectionate insight' to an audience unfamiliar with the series. Initials created a campaign that introduces characters and back-story while utilising social influencers and comparable, already-established crime dramas to help drive our reach."

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