Downton mania hit Manifest when NBC Universal International Television Productions briefed us to handle the global PR launch of its Downton Abbey app, Downtonisms.

The app lets fans re-live classic one-liners from the hit TV show using over 160 soundboard clips and is the latest way to enjoy Downton Abbey on the go. Manifest was tasked with driving downloads and using the soundclip assets to create global shareability.

Manifest knew that app reviews alone wouldn’t be enough so implemented a series of creative tactics to drive consumer awareness and demand for the app.

Recognising that the quintessential Britishness of Downton Abbey was a major pull for a global audience, Manifest organised a High Tea & Elocution Masterclass so journalists could learn to speak like a character from the award-winning TV drama and we could secure some meaty features! The event was held at the in-vogue Ham Yard Hotel in Soho and media enjoyed a champagne afternoon tea whilst being give an elocution masterclass from classically trained actor, Tim Pritchett. Manifest secured a stellar list of press attendees and subsequent features, including Daily Telegraph, InStyle, Mail on Sunday and a jaw-dropping double-page spread in The Metro.

In order to showcase the app’s key soundboard feature, Manifest implemented social tactics to create online buzz and shreability. Working with Manifest’s content division, The O Collective, we created ‘Downton Remixed’, a brilliantly funny Downton Abbey mash-up video using all of the best quotes from the series so far. Launched on a specially created YouTube channel, the video was just the type of humorous content that Downton Abbey fans would share. The video was seeded out to bloggers and lifestyle media, achieving coverage on top national sites including Daily Mirror Online, Daily Express Online and global lifestyle network, Handpicked Media.

The creative tactics supplemented a hard-working press office, securing app reviews in The Guardian, Mail Online, Yahoo and Digital Spy.

  • The campaign secured 39 pieces of global coverage, including eight nationals and achieved a total global reach of over 5.6 million.
  • The video had 21,000 views and 166% organic growth.
  • The O Collective production team spent 56 hours watching Downton Abbey and have now successfully morphed into Lord Grantham.

Awesome. Show me more stuff like this.