Starring Richard Madden and Priyanka Chopra Jonas, Citadel is an epic Amazon MGM Studios original series set in the high-stakes world of international espionage produced by the Russo Brothers. Our mission was to introduce this brand-new franchise to audiences around the globe while establishing the mysterious world, intriguing characters, and intense action of the series.
Working with our partners at Amazon MGM Studios, we created The Citadel Network, an interactive Meta Messenger experience packed with exclusive intel that made fans feel like a high-tech super spy. Building a web of secrets right from the start, we launched the experience by hiding a scannable QR code in “First Look” images released by Vanity Fair.
Engaging with the experience on Facebook or Instagram messenger, fans were given the enticing opportunity to access Citadel’s hidden computer network like an elite spy and discover secret “dossiers” about Citadel’s top agents.
And the launch was only the beginning of the mission. From there, we drove weekly engagement with an evolving narrative experience that sent fans scouring through our social feeds for passwords to unlock additional content. Every week we dropped new content to keep fans on the edge of their seats.
Taking things to the next level, the experience also offered fans the chance to become a Citadel agent by creating their own shareable ID card complete with a handy, randomly generated alias to use on their next mission.
Raising anticipation for the upcoming series to a fever pitch, during premiere week the Citadel Network appeared to be “compromised” by enemy agents, leaving fans on a cliffhanger that could only be answered by watching the series.
The Citadel Network generated outstanding engagement metrics compared to similar entertainment industry activations with 88% of fans opening messages each week and around 1M total messages exchanged.
Fans around the world discovered the secrets of Citadel.
