O2 x NETFLIX

Step into Nevermore

Promotional Marketing | Experiential Marketing

What was asked

As anticipation for Wednesday Season 2 grew, Netflix wanted to reignite its devoted fanbase and O2 Priority wanted to turn that excitement into real-world engagement.

Streaming hype alone wasn’t enough. Fans needed something tangible: a world they could step into, photograph, share, and remember.

The challenge was to extend fandom beyond the screen, drive footfall into O2 Priority retail spaces, and create an activation that felt authentically Wednesday while showcasing the O2 Priority offer.

The brief called for a darkly dramatic, highly shareable experience that could flex across multiple sites, generate buzz, and make O2 stores feel like part of Nevermore Academy itself.

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Fan holding a Polaroid camera for their printed Nevermore Yearbook portrait inside the Oxford Street O2 store during the activation weekend.

The Nevermore Yearbook with customer Polaroid in

Fan poses in Nevermore Academy dorm room experience inside O2 Priority store, recreating a scene from Netflix's Wednesday series.

What we did

We transformed O2 Priority’s flagship spaces into Nevermore Academy, inviting fans to step beyond the screen and live inside Wednesday’s world. From eerie photo ops to black ice cream, the activation brought the series to life and made fandom feel real.

The concept, “Enrol in the Dark Side of Fandom,” positioned O2 Priority as the exclusive gateway into this immersive experience.

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Experiential marketing for Wednesday on Netflix

Visitors explore immersive Wednesday-themed installations at the O2 Connected Lifestyle space, featuring gothic props and atmospheric lighting.

“Another outstanding activation, supported by excellent sales results! It’s always a pleasure working with the amazing teams at O2 and TCC.”

– David Brine, Omnichannel Manager, Samsung

The Insight

Dorm Window Cello Photo Moment:
A striking in-store installation inspired by Wednesday’s dorm, complete with gothic stained glass and a cello prop. Designed as an instantly shareable selfie moment.
Angel Weekends:
Staff-led activations across the retail estate added energy and guidance, helping customers join competitions and photo opportunities.
Nevermore Yearbook Portraits:
At Oxford Street, fans wore branded blazers for Polaroid-style portraits, presented in custom photo sleeves as a collectable keepsake.
Black Ice Cream and Retro Sweets:
Branded “Ice Scream” and Sunshine or Shadows sweets (Black Jacks and Fruit Salads) turned each visit into a playful, sensory experience.
Wednesday-Themed Competition:
A £500 prize draw encouraged participation through QR codes and social sharing, with multiple touchpoints driving engagement across the space.

The retail experience was supported by hyperlocal digital campaigns and Google Ads using Nevermore Academy “enrolment” messaging, connecting the physical and digital worlds to drive store traffic and buzz.

1,148

digital-driven visits

7m+

impressions

650+

photos taken during Angel weekends

148

printed yearbook portraits

505

competition entries

1,288

QR scans (with 851 from the £500 prize QR alone)

The TCC Takeout

Fans crave live, sensory experiences that bring their favourite shows to life.

By combining immersive, cinematic design with clever digital prompts, we turned anticipation into action and proved that when you build the right world, fandom follows.