Technology and social media offer various benefits to our life. However, without consciousness people easily influenced by the dark side of technology. That misuse of technology resulted in many negatives on people’s reputation or health problems, for example, fake news about the Hollywood actor’s suicide or drinking urine as remedy healthcare.

Unfortunately, those kinds of news currently appear on social media and play a huge impact on the great number of people.

Black Mirror is the series that reflects the dark side of technology in modern life which everyone can be harm inevitable.

So when the series aimed to launch for the first time in Thailand, by all means, we would not ordinarily approach to audiences, but we did it in the Black Mirror’s way. We had invited individuals to wised up promptly about how reliable information we received and what should we believe in this cyberworld.

The campaign launch in festive season (New year period), which as known as the most challenging time to create awareness. Rather than allocate budget to maintain the content, we decided to put all the effort into the only one day. After that, we created branded content which can disrupt people’s attention. As expected, the campaign buzz itself among Thais' audience.

To launched Black Mirror, we had turned the nation into Black Mirror’s teaser by hijacked all media platforms. The national hijack brought Black Mirror into real life. Ever since the campaign has begun, it had generated a huge controversy on social media at once.

Furthermore, the campaign urged everyone to be more concern and ensure each technology and social media is reliable enough before you trust.

On December 28th, 2018. In the year-end period, at 8 pm., we hijacked every live broadcast channel and delivered the breaking news about “Princess Susanna has been kidnapped”. This had been reported by Jad Thema, one of the most famous news reporters in Thailand. And also revealed immediately that it was the first episode of Black Mirror.

Additionally, we had maximized to offline platforms by hijacked Newspapers and out of home media located in high traffic areas such as department stores and train stations. In meanwhile, online news channels and many famous Facebook pages had reported this breaking news as well. It resulted in uncountable conversations through social media besides lead to the question “Who is Princess Susanna?” and successfully convey netizens to be the audience of Black Mirror.

RESULT:

- #PrincessSusanna reached the 1st trending topic within the first day

- Black Mirror suddenly hit the most popular series on Netflix

- TOTAL IMPRESSIONS : 58,989,442

- TOTAL ENGAGEMENTS :2,265,554

- REACH : 32,630,323

- VIEWS : 8,341,569