To build on the record-breaking ratings achieved for Vikings Season One, we adopted a unique approach for Season Two, positioning the Vikings as the superheroes of their age.

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Inspired by comic book language and the dramatic conclusion of the previous season, we developed the campaign line, 'Betrayal is the price of power'. We wanted to depict the shows protagonist, Ragnar, as a flawed hero and took inspiration from iconic superhero movie posters. Placing Ragnar in a striking yet vulnerable pose we highlighted the lingering threat of betrayal hanging over him. Drawing on further superhero tropes we incorporated a traditional symbol of power - the tattoo - to emphasize Ragnar’s status and reinforce the series branding. 

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To attract new fans and remind existing viewers of the series’ return we created a graphic novel summary of the first season, which featured as a cover wrap in Sport magazine. This innovative collectable was a first for the channel and the magazine.

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Despite the series having already aired on Amazon Prime we achieved some outstanding results: increasing live viewing by 33% and achieving a 40% uplift in new viewers to the channel.