How to get our two so distinct audiences to watch the broadcast? We've decided to assemble a compelling showcase of content related to real-life vikings and The Vikings universe and to broadcast it on social media. A collection of texts, inforgaphics, images, video, stickers for online messengers et al. with working title Midgard: The Complete Guide to Vikings was assembled to deeper involve viewers with the universe of the show. This social media stream of content complemented the main storyline with additional materials to further catch viewers' attention, to fuel up the hype between the episodes and to engage more users with the network's social media accounts.
Midgard: The Complete Guide to Vikings included a large variety of content on the history and culture of real-life life vikings and on fictional adventures of the show's protagonists.
Our target marketing specialists worked hard to achieve rapid viral effect. Finally TV-3 viewers gradually got into the Medieval spirit of things and The Vikings fans finally turned on their TVs. In the end, more than 22,000,000 people (which is around 15% of Russia's population) got to see the show.