The Traitors Australia Season Launches To Its Biggest Ever Overnight Audience.
In one of 10’s biggest multi-platform pushes yet, The Traitors Australia launch campaign covered broadcast, digital, social, outdoor, radio and experiential, working together nationally to recruit an army of Faithfuls ahead of premiere week.
The results played their hand perfectly. The Traitors Australia launched to its biggest ever overnight audience, doubling the audience of its previous launch, and delivering its biggest ever streaming audience.
The campaign began well before launch, building an engaged and faithful audience by promoting international versions of The Traitors to Australian fans of the franchise, while capturing first-party data to power paid activation ahead of the new series.
The successful campaign included a first-run drop of the launch episode on 10 Streaming and YouTube, lowering the barrier for new viewers to discover the show, rewarding the existing fanbase with early access, and mobilising that fanbase as advocates in the lead-up to launch.
The push was amplified by a cast with a combined social following of over 3.8 million, backed by a digital and social campaign delivering over 10 million impressions. Creative innovation extended to the media mix too, including a custom playable mobile ad, styled on classic match-and-puzzle games, dropping fans into Traitors-themed gameplay inside some of Australia’s most popular mobile games.
Cloaked Traitors appeared mysteriously in major cities, with promo staff handing out branded silver bar chocolates mimicking the in-game currency. A 360-degree video booth took it further: guests donned a cloak as the camera rotated around them, peeling back the hood mid-shot to reveal them as a Traitor – a personalised, shareable moment built for social.
To bring the gameplay to life, 10 launched its first real-time second-screen activation synced to a live broadcast – the first time any version of The Traitors globally has combined live-episode trivia with an in-world currency mechanic tied to a real cash prize draw. The mechanic turned passive viewing into active play, rewarding real-time engagement with a shot at $20,000 cash, and driving direct growth in 10 Streaming app usage.
Andreana Walton, National Marketing Director – Broadcast & Digital, Paramount ANZ, said: “The Traitors Australia has always been about game play, strategy and surprise, and we wanted our marketing to reflect that same spirit rather than just promote it. Seeing audiences turn up in record numbers, both on broadcast and streaming, shows that when creative and media work hand in hand, the results speak for themselves. This is a campaign the whole team can be proud of.”
Lia Robinson, General Manager, Spark Foundry Australia for Paramount, said: “The strength of The Traitors launch demonstrates what happens when you challenge convention. Network 10’s decision to release the first episode early created a unique opportunity to engage audiences ahead of broadcast, and we built a media strategy designed to maximise that momentum. By combining the proven power of broad-scale media with smart use of first-party data, fandom-led targeting, gaming and social communities, as well as high-impact launch moments, we connected with audiences in the places where entertainment culture is shaped today. The result was a campaign that attracted new viewers while re-engaging existing fans, helping deliver one of the year’s most successful launches.”
Seamus Roche, Director, Black Raven, said: “We worked closely with the team at Network 10 to bring iconic show and brand elements to life in the real world. Watching people stop mid walk, do a double take, and start filming, summed up exactly the kind of curiosity we set out to spark. It shows that genuine experiences have the power to stop people in their tracks and get them talking.”
Gavin Douglas, CEO, Drawbridge Labs, said: “10 had a bold, uncompromising vision to extend The TraitorsIP onto digital platforms, using second-screen interactivity to expand marketing reach. The Traitors real-time trivia game delivers a tech-driven engine that converts passive viewers into obsessed participants. With 85% of the audience already scrolling on their phones while watching the show, we knew true dual-screen engagement isn’t a distraction, it’s about locking audiences in, keeping them hooked during the broadcast, and fuelling fan conversation.”
The Traitors.
Tuesdays And Wednesdays At 7.30pm.
Watch + Stream Free On 10.
