Meet The Chattering Order of St Beryl, an order of satanic chattering nuns pulled straight from an Amazon Original Series called Good Omens and brought to life as an event hacking, multi-platform storytelling, world-class a cappella singing, music video making, album dropping, social and experiential campaign from, well, hell.
Over their five month journey the nuns could go where other activations could not–like absolutely anywhere e.g. America's Got Talent, SXSW, LA, NYC, London–wowing audiences with epic performance and interacting with fans around the world in real-time via social media to spread the gospel of Good Omens.
The nuns played a pivotal albeit temporary role in the story, come Prime Video series, providing an opportunity to create a parallel world around them. Each element worked together to build awareness about the coming Apocalypse–AKA Good Omens launch date.
The nuns were armed with:
- Six unique main characters
- A rich and authentic narrative
- Five original songs (Written by us and Queen, arranged by Deke Sharon, arranger for the “Pitch Perfect” series)
- Three choirs in three cities
- A website (filled with tour dates, interactive booking line, recipes, nun merch and ways to join the order)
- A Beelzebus (tour bus)
- Unholy water
- Prayer cards…
- And a Twitter and IG content strategy that Satan himself would be proud of and that Good Omens fans lost their minds for.
With a deluge of content, daily interactions and epic live performances, demand grew for their siren song, so the nuns answered by releasing a new song (Brand New Baby Smell), making a music video and dropping an entire album. That’s when Prime Video’s satanic nuns hit the vein of pop culture and everyone wanted to chatter to them. The unholy sisters were even invited to perform their song about the antichrist on Britain's #1 Morning Show. Awomen.
The nuns averaged 120,000k impressions a day with up to 592,876 impressions per post. In the end they reached 25 million people, Good Omen’s was Prime Video’s #1 Social campaign ever and they secured 1.2 Billion impressions/souls from predominantly earned media. Just as importantly, fans and creators alike genuinely connected with the nuns authenticity and demon-loving charm.
Directed by Hal Kirkland
