Peacock’s Mrs. Davis at SXSW 2023
Peacock took Austin by storm, deploying a flock of nuns from their highly anticipated new series Mrs. Davis for a four-day interactive quest at SXSW.
To kick off the activation, 20 nuns in custom habits rolled up to the beloved “I Love You So Much” mural in a cockroach-adorned van (a fabricated replica of the van featured in the series). The nuns then took over Darwin's Piano Bar to perform showstopping renditions of Madonna’s “Like A Prayer,” George Michael’s “Faith” and Aretha Franklin’s “(You Make Me Feel Like) A Natural Woman” before closing out the night with mechanical bull riding at Buck Wild.
The nuns continued to surprise and delight festival goers in the following days, popping up at SXSW hotspots. Anyone who posted a photo of the nuns on 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 activation was a true testimony to guerrilla marketing and resulted in a sold out World Premiere of Mrs. Davis at the iconic 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: Indiewire, The Daily Beast, Austin American-Statesman, Forbes, Event Marketer
Agency: Civic Entertainment Group
