BlackSpot Launches Social Campaign for Peacock TV

NBCUniversal awarded Black Spot the digital launch campaign for Peacock just days before New York City’s shut down due to the Covid 19 pandemic. All of the agency’s workflow had to be adapted on the fly to working remotely to meet this new reality head on.

The Peacock bid consisted of delivering a total of 882 tangible elements, from original promotional spots requiring multiple versions and lengths to repurposed elements needing to fit the unique technical specifications of today’s various social media platforms, all on a tight, eight-week production schedule.

What’s more, as enormous an undertaking as the launch campaign was from the start, the number of deliverables quickly escalated to include more than 2,500 unique pieces, all of which were needed within the project’s original time frame.

“Peacock’s offerings are incredibly diverse, and the campaign had to demonstrate the immense content offering in an entertaining, captivating, big, bold way,” said Black Spot creative director Shana Boniface. “Working hand-in-hand with Peacock’s creative teams, we created a comprehensive series of spots to highlight their tremendous breadth and depth of movies, series, sports, and news, paired with simple and rhythmic copy, cadence, and design, making Peacock’s content both undeniably fun and utterly ownable.”

With Black Spot’s staff working remotely and the job’s parameters continuing to grow, the agency began supplementing the project’s core management and creative personnel, including the agency’s in-house editors, writers and producers, with its ever-expanding nationwide pool of talent, adding capabilities literally on a moment’s notice.

At the job’s peak, the relatively small but definitely agile Black Spot was running four separate teams consisting of 35 individuals working around the clock in three shifts to complete, caption, QC and distribute the Peacock’s entire digital launch campaign across every major social media platform, including Facebook, Twitter, Instagram, TikTok, and others.