To promote the third season of "Black Mirror," Netflix gave MullenLowe Mediahub two seemingly impossible tasks: conjure up a campaign that mirrored the dark sophistication of the sci-fi series, and expand the show's reach among a highly-educated, ad-blocking audience. To do so, the agency partnered with their favorite publishers, and hardcoded ad messages directly into their websites. This effectively hijacked people's ad-blockers, which they actually praised -- in the form of 1 million social media posts -- for reflecting the roguish spirit of the show. |
