Cover image credit: Netflix
Dear Gentle Readers, the ton has gathered once again to celebrate the rising of the curtains of the highly anticipated third season of Netflix’s Bridgerton. Over the weekend, unless you spent your off-season in social ruin, exiled to the farthest reaches of the known world, you most likely enjoyed the company of familiar acquaintances binge-watching the first four episodes of the season premiere (it did not escape my notice that even the Ignite Search office binged the new season).
Much like previous installments, I declare this season will follow the captivating romance between “Polin” that is the highly eligible yet illusive Lord Colin Bridgerton and the unlucky in love spinster and self-proclaimed wall flower, Lady Penelope Featherington. With its first theatrical installment debuting in 2020, followed by the second act in 2022, it is one of the most popular shows on Netflix, and marketing has a major role to play. Let’s delve into how marketing played a major role in the success of Bridgerton Season 3.
Garnering Hype Of Bridgerton
Bridgerton has been building up anticipation and hype for a while now, keeping their fans fed between each season. After the launch of the second season, Netflix revealed on social media the season 3 topic: Penelope Featherington and Colin Bridgerton. In December, Netflix also announced that Season 3 would be split into 2 parts.
Three months ago, the first teaser dropped, showcasing the palpable chemistry between Colin and Penelope, setting the tone for the upcoming series. This was followed by a full trailer two months later, further heightening excitement.
On Valentine’s Day this year, the official Bridgerton Netflix account revealed the names of each episode on social media.
This strategy of releasing content in bursts keeps fans engaged and reminds them why they fell in love with the series in the first place.
This demonstrates that anticipation and hype are powerful tools in marketing. By strategically releasing teasers, trailers, and exclusive behind-the-scenes content, marketers can generate significant excitement and keep audiences engaged over extended periods. This approach not only builds a sense of curiosity and longing among potential viewers but also maintains their interest and enthusiasm as they eagerly await the final product. The success of such tactics in the marketing campaigns for popular shows like Bridgerton underscores the effectiveness of creating and sustaining hype to drive audience engagement and loyalty.
Fostering A Community
The official Instagram account of ‘Bridgerton’ recently leveraged its broadcast channel to captivate viewers with an exclusive behind-the-scenes look at the making of Season 2. This channel turned into a treasure trove of exclusive content, offering behind-the-scenes images and videos of the cast, along with entertaining anecdotes about the characters and their real-life counterparts.
They regularly shared updates and behind-the-scenes content of Season 3 as seen below, via their Instagram broadcast channels, making fans of the show feel like they’re getting exclusive content found nowhere else.
This demonstrates the importance of fostering a community in effective marketing. By actively engaging with fans through social media channels, exclusive content, and interactive events, marketers can create a sense of belonging and loyalty among their audience. This approach encourages fans to connect with one another, share their excitement, and stay invested in the brand or product. Building a strong, engaged community not only enhances the overall fan experience but also amplifies word-of-mouth marketing, as enthusiastic community members are likely to promote the brand within their own networks. The success of fostering a community, as seen in the marketing campaigns for shows like Bridgerton, highlights its crucial role in sustaining long-term audience engagement and loyalty.
Marketing Events
This year’s world premiere took place in New York City on 13 May, 2024, with a unique twist. Netflix and Bridgerton hosted a Bridgerton Promenade Experience on May 11th, offering fans a bustling market with stalls, giveaways, photo ops, period dance performances, and a string quartet. Some cast members even made appearances. This exclusive, free event allowed fans to feel part of the premiere excitement and even included a competition to win premiere tickets.
All About The Bridgerton Merch and Collabs
A hit TV show like Bridgerton naturally spawns merchandise collaborations. Season 3 brought beautiful and intriguing products, such as:
- Kiko Milano: A 24-piece beauty collection inspired by Bridgerton.
Bath and Body Works: A 36-piece collection of home fragrances.
Our Favourite Collab Of All: Bridgerton x Architectural Digest
Similar to what the Barbie Movie did with it’s launch, by offering a tour at the sets of Bridgerton Season 3. To give viewers an inside look at the stunning sets of the period drama, the creators partnered with Architectural Digest for a special episode. Production designer Alison Gartshore led a behind-the-scenes tour, revealing fascinating details about Kate and Anthony’s new apartment, as well as the previously unseen Cowper residence. Throughout the episode, Gartshore explained the ingenious and intricate work involved in creating the grandiose Bridgerton sets.
This highlights the effectiveness of brand collaborations in marketing. By partnering with complementary brands, marketers can create unique and memorable campaigns that resonate with a broader audience. Such collaborations allow both brands to leverage each other’s strengths, expand their reach, and tap into new customer bases.
Creative and relevant partnerships, like the one between Bridgerton and Architectural Digest, demonstrate how aligning brand values and messaging can result in innovative and engaging marketing efforts. These collaborations not only enhance brand visibility but also provide fresh, exciting content that keeps audiences intrigued and invested.
The success of brand collaborations in the marketing strategies for popular shows underscores their value in creating impactful and compelling marketing campaigns.
Bridgerton’s marketing strategies for Season 3: Part 1 have been nothing short of exceptional. Through enticing teasers, smart advertising collaborations, engaging events, and a wide range of merchandise, the show has kept fans eagerly anticipating the new season despite a two-year hiatus. For more marketing related content, feel free to read other Ignite Search blog posts, and for more guidance, visit our website or give us a call at (08) 9467 9883.
