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The BBC showcased the power of reactive marketing with a two-day campaign for their popular show The Traitors. Stealing the spotlight – both on-screen and online.
The BBC sought to capitalise on an iconic moment in their popular show, The Traitors, using Out of home to amplify the buzz and spark both social media and PR excitement. The goal was to create a campaign that would not only capture the attention of the bustling Central London crowd but also resonate with fans online. Extending the show’s reach far beyond the physical screen. With a mission of maximising their return on investment as the campaign was only going to run for two days over the weekend.
The BBC executed a reactive Out of home campaign that ran over one weekend on our Screen on Leicester Square.
Bringing an iconic moment from The Traitors to life, the creative featured Linda, one of the Traitors, accepting a fictional “Golden Clock Award”—a timely nod to both the show and the recent Golden Globes. A concept perfectly aligned with the show’s themes of deception and drama.
This bold moment captivated the bustling Central London audience and sparked vibrant conversations online. Amplified by the BBC’s own press efforts, the campaign gained even more traction on social media, including a standout post featuring Linda reacting to her larger-than-life moment on screen. This personal touch resonated with fans, generating an extra wave of excitement and engagement.
The reactive campaign’s innovative use of DOOH captured significant social and media attention, including:
- 185 media mentions, including mainstream platforms such as the BBC, The Sun, London Evening Standard and The Mirror*
- A media reach of 685m mentions and an average value of 33k*
- 108k views within 54 minutes and 825k views within 24 hours on TikTok on the BBC’s post***
- 1m views after two days and 147m likes on the BBC’s post on TikTok***
- Over 40.9k likes on BBC instagram posts, shared over 1k times****
- Overall on TikTok and X (30 total posts) over 7m social impressions and over 16k engagement**
*Meltwater, 2025
**Pulsar, 2025
*** TikTok, 2025
**** Instagram, 2025
- Territory United Kingdom
- Date January 2025
- Category Entertainment
- Format Reactive OOH
- Objective Social media amplification