Doctor Who

How the Doctor Who 50th Anniversary Won the Internet, TV, and Theaters

The Idea

To celebrate the 50th anniversary of BBC America’s iconic, flagship program Doctor Who, EA1 developed and executed a year-long strategy to mobilize fans and build new audience for the biggest television and theatrical simulcast in the world.

EA1 created activations for fans on social media, programmed meet and greets for talent at SDCC, collaborated with YouTubers, and partnered with Nerdist Studios and BBC America to produce The Official Doctor Who Live Pre-Show.

EA1 turned boring theater lines around the world into an engaging social event through participation campaigns, shipped physical and digital party packs to fans hosting their own viewing parties on Twitter and Tumblr, and coordinated a live support “war room” at BBC America’s headquarters in NYC.

As a result, The Day of the Doctor was the biggest live television event on Tumblr ever, beating out the Grammys, the Golden Globes, and the Super Bowl—combined. The social media successes became a story unto itself, garnering press mentions in Variety, The Guardian, Entertainment Weekly, and more.

4x Earned social media activity throughout 2013.

Biggest single day TV event in Tumblr history.

3.6M Total viewers for the live telecast and encore showing.

Services

Audience & Social Media Strategy

Social Network Research & Audience Research

Brand & Community Management

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The Day of the Doctor was the biggest live television event on Tumblr ever, beating out the Grammys, the Golden Globes, and the Super Bowl—combined.