Peacock’s Mrs. Davis at SXSW 2023
Peacock took Austin by storm in 2023, deploying a flock of nuns to drive awareness for their new series Mrs. Davis debuting at SXSW.
Throughout the multi-day activation, twenty nuns in custom habits visited local hotspots and iconic tourist destinations, all while staying in character. Appearances ran the gamut, from posing at the“I Love You So Much” wall, to perform showstopping renditions of Madonna’s “Like A Prayer”at Darwin’s Piano before closing out the night with mechanical bull riding at Buck Wild.
Festival goers who spotted the nuns and posted to social tagging @Peacock and #MrsDavisGiveaway were rewarded with premium prizes. Peacock also partnered with local institutions like VooDoo donuts to hand out free, themed offerings during the festival to drive awareness to the new series.
The stunt was a true testimony to guerrilla marketing, resulting in a sold out World Premiere at the Stateside Theater on Tuesday, March 14th. In attendance at the premiere were series stars Betty Gilpin, Jake McDorman, and Andy McQueen as well as Showrunner / Executive Producer Tara Hernandez and Executive Producer Damon Lindelof.
Coverage: The Daily Beast, Indiewire, Austin American-Statesman, Forbes, Event Marketer
Agency: Civic Entertainment Group
