K2M

  • Home
  • Our Work
    • KAREN MEYERS DDS
    • TURNER & TURNER
    • DAWDA MANN
    • MICHIGAN SPINE AND PAIN
    • NORTH WOODWARD HOMES
    • ADVANCE PHYSICAL MEDICINE
    • HARBOR ENTERPRISES
    • PRIVATE THERAPY PRACTICE
    • RON T. WILLIAMSON DDS
    • FARM COUNTRY CHEESE HOUSE
    • GOLDEN MOUNTAIN PRODUCTIONS
  • Services
    • EVENT MARKETING
    • BRAND
    • ADVERTISING AND DESIGN
    • WEBSITES
    • ONLINE AND SOCIAL MARKETING
    • SOCIAL MEDIA
    • WRITING AND EDITORIAL
    • TV, RADIO AND SCREENS
    • CREATIVE SERVICES
    • SPEECH WRITING
    • VIDEO PRODUCTION
  • Industries
  • About
    • Founder
  • Blog
  • Contact

The Multi-Pronged Marketing of Downton Abbey

 

photo from pbs.org

photo from pbs.org

Downton Abbey, the British period drama  focusing on the era between the Titanic and the beginning of World War II, began its sixth season here in the U.S. last night. The wildly successful series, which started on ITV in the UK, subsequently crossed the pond to PBS. During its five previous seasons, the show has entertained millions and also made interesting inroads through tried and true as well as innovative marketing tactics.

Here’s a sampling of some of Downton Abbey’s smart marketing:

  • The Downton Times: an advertising supplement was included in Sunday’s New York Times; in fact it actually was wrapped around the front page. The four page “paper” included a scone recipe from Mrs. Patmore’s kitchen and news about the latest spat between the Dowager Countess and her cousin Isobel Crawley.
  • PBS has rearranged its fundraising timing to coincide with the most popular episodes of the show, currently the most popular scripted show in PBS history.
  • Two weeks ago, there were live viewings of the first episode, including one at Macomb Community College. I attended and it was an absolute delight: audience members dressed as maids and flappers. It was essentially watching a movie but with a group of rabid fans. It’s the exact opposite of watching on a smart phone. How  fitting that a show about trying to manage the changing times finds a retro way to enjoy the show!
  • The New York Times also has interactive components in its online version, adjacent to reviews or news of Downton Abbey, including quizzes.
  • The show already has been shown in the UK, but there appears to be a gentlemen’s agreement and spoilers have been well hidden, letting the American audiences enjoy the unfolding drama without knowing the plot twists.
  • Including some cast members known to American audiences like Elizabeth McGovern and Maggie Smith didn’t hurt at all. Maggie Smith has been a fan favorite, with her biting one-liners, including last night’s “Doesn’t it get cold on the moral high ground?” Even her critiques of American society were well-received in the U.S.
  • HGTV a la PBS. Anybody who enjoys the innumerable house and design shows on HGTV could enjoy salivating over the house and grounds of Highclere Castle, one of supporting actors of the series.
  • PBS channel on Apple TV and other viewing platforms  which is similar to HBO Go, but with no subscription fee,  has had multiple Downton-related programming including interviews, architectural tours of the castle and discussions of the etiquette, decor and mores of the time.
  • Timing truly matters. PBS locked down the Sunday evening spot for Downton and never wavered from it. Viewers could count on the series’ timing (or seeing a repeat). This used to be how TV schedules worked. Now, major reshuffling appears to be the norm.
  • Social Media Savvy: The cast and creators regularly tweeted and posted on Facebook, Twitter, Youtube, Instagram and Pinterest, including making some fun at their own expense. The Twitter feed during the Golden Globes when Downton Abby won best mini-series was high traffic indeed, outpacing the Super Bowl and the Royal Wedding.

 

 

 

 

 

 

 

 

 

 

 

 

 

Filed Under: News Tagged With: Downton Abbey

From Our Blog

  • Can I Just Do It Myself? Sometimes.
  • Please, No Fake Words in My Sweet Sauce
  • Color Me Beautiful and Make My Logo Gorgeous
  • Salmonella Social: Half Baked Social Media Isn’t Worth Serving
  • Slip and Catch

Connect With Us

  • Facebook
  • Twitter

WHAT OUR CLIENTS SAY

“We definitely saw a huge increase in leads and calls.  There was no question about it because there was proof in our CRM.” Small Law Firm
“I never had the time to do marketing before because I was always so busy doing what I considered my “real” work.  Working with K2M made a tremendous impact on our office.  Not only were we busier with patients but we knew how to represent ourselves because we had a better sense of who we were.” Dental Practice
“We had a really good time.  I was surprised at how much we enjoyed it.”  Physician

LET’S TALK TODAY

If you are considering marketing, give us a call.  There is no hard sell.  No pitch.  Just a conversation.  We are happy to share our ideas and impressions.  Nobody loses from an honest conversation.  Give us your questions and we’ll give you answers.  Really.  No strings, no magic smoke.

Contact Us

Copyright © 2023 K2M Creative Media