Bridgerton - Season 3 NYC Consumer Stunt

May 2024 - Designed and Produced by MKG: Senior Producer

To celebrate the much-anticipated third season of "Bridgerton," we launched an immersive experience in New York City that captivated fans and enhanced the series’ premiere event. This unique activation transformed a high-traffic Manhattan plaza into a vibrant Regency-era promenade, inviting attendees to step into the enchanting world of "Bridgerton." With the goal of generating excitement and anticipation, the event rewarded attendees with exclusive opportunities to win tickets to the premiere and a special screening at the Paris Theatre. Guests were encouraged to "Find the Footmen" inside the space for a chance to win premiere tickets once they had completed three activities.

The Bridgerton Promenade featured a bustling market atmosphere, complete with costumed actors and a variety of interactive experiences designed to immerse fans in the series' charm. Highlights included a Bridgerton Bakery offering themed treats in partnership with Ladurée, a gorgeous tea cart serving samples from The Republic of Tea, and a stunning carriage photo opportunity that embodies the series' romantic spirit. Attendees were invited to write letters like Lady Whistledown does at the Love Letter Trellis station, creating personalized messages that became part of a beautiful floral entryway and grab their own bouquet of themed florals from the Featherington's Flower display. To fans' excitement, a team of costumed dancers, known as the Ton Troupe, surprised visitors with live performances every half hour gathering crowds around the checkered dance floor in awe of the real life showing.

With immersive experiences like regal watercolor portraits and modern Regency buskers reinterpreting popular songs, the one day promenade created numerous shareable moments that captured attention on social media.

Attendees were able to take home memorable swag like paper fans, totes and Little Words Project custom bracelets, with over 3,000 collectables of each available - all of which were swept away by the end of the day. The event aimed to create a true fan frenzy, celebrating the essence of "Bridgerton" while inviting a broader audience to engage with the series. During press hour, three main stars of the show: Johnathan Bailey, Hannah Dodd and Jessica Madsen - surprised the long fan line with an appearance.

This captivating experience is not only a celebration of the show's return but also an innovative marketing approach that promised to leave a lasting impression on fans and media alike, ensuring "Bridgerton" made a significant splash during their first ever NYC Premier.

Press - Netflix Invite, Pop Culture, Variety, Bizbash, Twitter, Twitter, Instagram

Photos by Tory Stolper