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Downton Abbey: The Grand Finale - Publicity & Influencer Marketing

The elegance of Downton Abbey came to life in Pasadena for a campaign designed to give creators two distinctly different ways to experience the beloved franchise. Universal Pictures engaged MKM across an immersive media event and curated influencer gifting campaign.

More than 50 influencers, content creators and guests gathered at The Langham Huntington for an elegant 1930s-inspired garden party. The Horseshoe Garden was transformed into a vintage carnival complete with a live brass band, champagne, nostalgic carnival fare, fascinator decorating, roaming magicians and stilt walkers, and vintage cars that provided a natural backdrop for social content.

Inside, the experience continued with a ballroom dance performance and interactive lesson, official costume displays, vintage photo moments and an elevated high tea service. Every element was designed to immerse guests in the world of Downton Abbey while creating highly visual opportunities for media coverage and social storytelling.

The campaign continued for the Digital release with a "Grand Night In" mailer sent to 30 lifestyle and pop culture influencers and press across the U.S. and Canada. Inspired by the idea of enjoying Downton Abbey from home, the curated package featured a plush robe, Printfresh x Downton Abbey pajamas, slippers, sparkling wine and coupe glasses, Godiva chocolates, Republic of Tea's Downton Abbey tea and collectible keepsakes including an apron, jewelry dish, playing cards and custom teacup candle.

MKM supported influencer and press outreach, guest coordination, event execution, gifting, licensors partnership collabs and campaign tracking across both phases of the release.

Results