Before Amazon released the limited original series Good Omens, they wanted to find a way to engage and excite existing fans of the book and bring new fans into the fold with innovative, engaging social/experiential storytelling.

With director Hal Kirkland at Tool of North America, I developed the social strategy for the immersive street team of satanic nuns, an offshoot of minor characters from the book Good Omens who were made main characters of this marketing activation.

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From January to May 2019, we documented the group of  a cappella singing nuns' fictional journey through America to spread the word of the coming apocalypse (AKA the premiere of the show). The narrative arc of the campaign was drawn out on social through videos and the narration of one of the nuns, along with viral social moments designed to bring in new fans and followers. Live appearances at the America's Got Talent Auditions, South by Southwest Festival, the NYC High Line, a tour bus through Hollywood, and the London premiere of Good Omens punctuated the campaign.

In the cult classic book by Neil Gailman and Terry Pratchett Good Omens, the Satanic Order of St. Beryl is a satan-worshipping order with a minor appearance in the book but whose actions cause major implications: they switch the baby antichrist at the hospital with another child.

Our campaign took these richly developed characters and made them the central focal point of a marketing story for the show, adding on to their story and turning them into stars in their own right. Over the course of five months, the Chattering Order of St. Beryl developed a social presence on Twitter and Instagram, where they aimed to spread the gospel of the dark lord through their a cappella music. Live appearances throughout the country garnered fans and witty social posts created a virality and groundswell of excitement for the show unlike anything the studio had seen before.

For the nuns' social channels on Twitter (@chattering_nuns) and Instagram (@chatteringnuns), I led content development to include interactive polls, relevant memes, and community engagement.

To amplify the activation I:

• Led PR strategy and managed relationships with PR firms to expose the campaign to trade and consumer press.
• Developed viral content on Twitter and Instagram including memes and imagery that capitalized on pop culture trends and news stories
• Arranged for individualized messages from the nuns to high impact reporters and influencers.
• Created ways for fans to interact directly with the campaign on social.