Groundbreaking unbranded teaser campaign culminates today with reveal for Netflix's acclaimed anthology series.
LONDON, April 10, 2025—dentsu and Netflix have unveiled today their role behind the mysterious tech product launch that has captivated UK audiences for the past ten days.
Revealing it as an innovative campaign for the highly anticipated seventh season of Netflix's Sci-Fi anthology series "Black Mirror."
The campaign, which launched on March 31, has masqueraded as a product launch for a tech company from the Black Mirror universe called “TCKR Systems” and was strategically designed to create intrigue and spark conversation about whether the advertised technology was real.
Working from the insight that Black Mirror's technologies have increasingly mirrored real-world developments, dentsu & Netflix have created a complex, multi-channel approach that deliberately blurs the lines with reality.
"There's an expectation amongst the Black Mirror fandom to launch the new series in a disruptive way that feels impactful, ownable, and unmistakably 'Black Mirror,'" explained Verity Phillips, Media Lead at Netflix. "Much of what fuels the fandom around the show is the idea that technology within the series could one day become real, and that's exactly the hook of our campaign."
The campaign leveraged traditional tech launch channels with an integrated approach. Prominent OOH displays at locations typically used for tech announcements, including Piccadilly Lights and Old Street Roundabout, featured cryptic messaging about TCKR's technology with no branded connection to either Netflix or Black Mirror.
On social media, the campaign mimicked the aesthetic and communication style of tech product launches, with sleek visuals and minimalist design showcasing Black Mirror’s TCKR Systems product. Cryptic posts and "product specifications" were strategically seeded across platforms, generating significant organic engagement as users debated the authenticity of the technology. The social strategy deliberately avoided traditional entertainment marketing approaches, instead adopting the visual language of Silicon Valley tech unveilings to maintain the illusion of a genuine product launch.
Following today's official reveal, the campaign has transitioned on social media from operating under the fictional @tckrsystems handle to Netflix's official @blackmirror channels, bringing fans directly into the show's ecosystem as the new season launches. This strategic pivot marks the culmination of the teaser phase and connects the fictional tech product directly to the Black Mirror franchise.
The campaign also leveraged podcast host reads, with personalities like Rylan Clark and popular Twitch streamers participating in mock "reviews" of Black Mirror’s technology. These trusted voices added an additional layer of credibility to the campaign, discussing the "product" as though it were a real innovation they had experienced first hand.
"By blurring the lines between a dystopian narrative and present-day reality, we're creating a unique experience that will leave audiences questioning the world around them," said Harry Davenport, Client Partner at Dentsu. "Our approach leverages the familiar tropes of tech brand launches, using prominent OOH sites and trusted voices to lend credibility and intrigue. This campaign not only celebrates the return of Black Mirror but also sparks a deeper conversation about our relationship with technology in today's world."
The unbranded teaser phase ran from March 31 to April 9, with the Black Mirror/Netflix connection revealed today (April 10) to coincide with the premiere of the new season. The seventh season of Black Mirror features six new episodes with a stellar cast that includes Awkwafina (Crazy Rich Asians) and Emma Corrin (Deadpool & Wolverine) and explores stories of heartbreak, romance, and space-chasing mayhem across both historical and contemporary settings. Among the new technologies featured in Season 7 is a product from TCKR Systems, a fictional tech conglomerate that builds upon the show's established universe, which previously introduced viewers to Tuckersoft, the gaming company featured in the 2018 interactive "Bandersnatch" episode.
The campaign runs until April 20, 2025.
About iProspect
iProspect, a dentsu company, is a global digital-first end to end media agency. Its unmatched mix of media strategy and storytelling with digital expertise and audience knowledge defines the new territory of performance-driven brand building. By delivering human-centric solutions, iProspect accelerates growth for the world’s most iconic brands including Hilton, Levi’s, Budweiser, Microsoft, Procter & Gamble, Kering and more. The iProspect team works across a network of more than 8,000 media and performance specialists spread across 93 global markets.
About dentsu
Dentsu is an integrated growth and transformation partner to the world’s leading organisations. Founded in 1901 in Tokyo, Japan, and now present in approximately 120 countries and regions, it has a proven track record of nurturing and developing innovations, combining the talents of its global network of leadership brands to develop impactful and integrated growth solutions for clients. Dentsu delivers end-to-end experience transformation (EX) by integrating its services across Media, CXM and Creative, while its business transformation (BX) mindset pushes the boundaries of transformation and sustainable growth for brands, people and society.
Dentsu, Innovating to Impact.
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