Netflix and Dentsu are behind an unbranded advertising campaign for the new season of Black Mirror.
The major multichannel campaign appeared to have been promoting tech product, TCKR Systems. However, today Netflix has confirmed that the advertising, which doesn’t feature its brand or Black Mirror, was strategically designed and placed, to “spark conversation about whether the advertised technology was real.”
Running for 10 days on major OOH sites, including Piccadilly Lights and Old Street Roundabout, it also features personalities like Rylan Clark and popular Twitch streamers doing mock “reviews” of the fictional technology.
Fictional tech firm, TCKR Systems, was previously introduced in the interactive “Bandersnatch” episode.
“There’s an expectation amongst the Black Mirror fandom to launch the new series in a disruptive way that feels impactful, ownable, and unmistakably ‘Black Mirror,'” explained Verity Phillips, Media Lead at Netflix.
“Much of what fuels the fandom around the show is the idea that technology within the series could one day become real, and that’s exactly the hook of our campaign.”
On social media the campaign sought to mimic the aesthetic and communication style of tech product launches, with sleek visuals and minimalist design showcasing Black Mirror’s TCKR Systems product.
In addition, it seeded cryptic posts and “product specifications” across platforms to generate organic engagement as users debated the authenticity of the technology.
The social strategy deliberately avoided traditional entertainment marketing approaches, instead adopting the visual language of Silicon Valley tech unveilings to maintain the illusion of a genuine product launch.
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“By blurring the lines between a dystopian narrative and present-day reality, we’re creating a unique experience that will leave audiences questioning the world around them,” added Harry Davenport, Client Partner at Dentsu.
“Our approach leverages the familiar tropes of tech brand launches, using prominent OOH sites and trusted voices to lend credibility and intrigue. This campaign not only celebrates the return of Black Mirror but also sparks a deeper conversation about our relationship with technology in today’s world.”
Following today’s official reveal, the campaign has transitioned on social media from operating under the fictional @tckrsystems handle to Netflix’s official @blackmirror channels.
The seventh season of Black Mirror, features 6 new episodes with a cast that includes Awkwafina (Crazy Rich Asians) and Emma Corrin (Deadpool & Wolverine) and explores stories of heartbreak, romance, and space-chasing mayhem across both historical and contemporary settings.
The campaign runs until April 20, 2025.
