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Law & Order: SVU Olivia Benson Plaza

NBC

NVE transformed Rockefeller Plaza into Olivia Benson Plaza to celebrate one of the longest running primetime shows, Law & Order: SVU. The campaign also featured a strategic partnership with La Colombe, PR and influencer strategy, and custom content.

Challenge

NVE was charged with creating a consumer-focused integrated campaign dedicated to the “Law & Order: SVU” fanbase, aiming to generate excitement and awareness for its milestone 25th season. Our key priorities were to emphasize New York City’s essential role as a “character” within the series, forge an initiative that boosts press attention, creates buzz, and opens doors for influencer collaborations all while being mindful of the shows sensitive subject matter.

Insight

Our team discovered that focusing beyond the show’s police narrative deepened the audiences resonance. Thus we crafted an engaging, fan-centric environment that accommodates the many and is infused with exclusive elements to celebrate the 25th season. This approach, blending inclusivity with exclusivity, informed our strategic and creative direction, ensuring a memorable experience.

Solution

We took over a NYC landmark and created our own iconic version of it — transforming Rockefeller Plaza into Olivia Benson Plaza. Olivia Benson Plaza became a destination for fans to celebrate the show and its hero inside an aspirational version of the city that Benson and friends have spent the last 25 years fighting for. From a “Benson & Co.” coffee truck serving up lattes in NYC’s signature blue coffee cups, to NBC merch sold out of a newspaper stand, each detail imbued city classics with iconography from the show.

Results

Olivia Benson Plaza drew over 2,000 guests in just two days, featuring appearances by icons like Mariska Hargitay and Ice-T. It shattered records with more than 1 billion media impressions and an impressive ad value exceeding $12 million, including a highlight on the Today Show. Attendees enjoyed exclusive SVU-themed merchandise, from limited-edition T-shirts to branded coffee cups, making the celebration truly memorable. For many, it was a once-in-a-lifetime event that brought together superfans who had only connected digitally before, turning it into a real-world experience that made it out of the group chat and into their hearts.