Sky
Mr. Bigstuff S2
Going out to bring people in.
The challenge
Sky wanted to make noise around Mr. Bigstuff S2 but without falling into the “Danny Dyer fatigue” trap.
The curly thinking
The challenge was clear: Danny Dyer is already a massive cultural figure, so another straightforward launch post risked feeling too expected.
What we made
So we took the campaign into the real world with a lookalike contest designed to rile up the internet. By making sure the wrong guy won, we rage baited Danny Dye-hard fans into reacting, sharing and debating and turned a title launch into a social talking point built for comments, not just views.
The results
9M+organic views across the campaign
16K+shares and 11K comments as fans argued over the result
Featured on ITV’s Lorraine, Radio 2, Metro, LadBible, Evening Standard
The reaction
Specsavers
even we can’t tell if #2 is actually him or not
mikey11662
The nation wants a revote!! 2 was robbed!
Sarah Cohen
It’s to get people talking and to plug the show
wayne_eley
25 years into the future ...."fun fact danny dyer came second in a danny dyer lookalike competition"
kobomino
we the people demand a recount! number 2 was robbed!