Playing the game: 7 marketing lessons from The Traitors

Over 11.7 million people had their eyes glued to the first episode of The Celebrity Traitors. And three weeks in, the latest instalment of the hit BBC show has already spawned a few cultural moments – Tom’s side-eye, Celia’s banshee wail and, of course, a new season of Claudia’s sensational wardrobe (no more spoilers, promise!).

But as the castle doors creak open for the final of the addictive Celebrity special, some of the dynamics at play might feel all too familiar to marketeers…

So, what lessons can we learn from The Traitors?

 

1. Control the narrative, win the game

Take a leaf out of The Traitors’ book on how to grip an audience. It weaves a web of suspense and revelation – encouraging viewers to build theories, swap predictions and truly invest in the story. TV gold, yes. A marketing masterclass? Absolutely!

Your brand thrives on storytelling and emotion. Create a little drama: reveal hidden saboteurs (aka customer pain points), create a hero product/service to tackle their villains and make them care who wins. Get it right, and your audience won’t be able to look away!

 

2. Pay attention to everyone

While the most successful contestants are those who shape the story, make no mistake – The Traitors isn’t about who makes the most noise. The smartest players observe, adapt and strike with precision. The quiet ones always have their day!

In a marketing context, while it’s tempting to jump on trend bandwagons, strategy will give you the confidence to speak to those who need to hear it.

 

3. Strategy rules

We’ve established The Traitors has a solid formula for success – each episode is a choreography of drama, suspense and plot twists. Not to mention ending on a cliffhanger. So, how can brands hook their audience in the same way as a dose of celebrity cloak-and-dagger?

Tease the next release. Drop cryptic clues. Let your customers play along. But remember, the payoff needs to be worth the wait. Killer campaign incoming…

 

4. Stay agile or get outplayed

With that being said, even though a strategy is a must, adaptability trumps rigid planning. In The Traitors, the players who survive longest are the ones who pivot as circumstances change.

Contestants who stick to their initial tactics are often outmanoeuvred – sounds a lot like modern business, right?

 

5. The clues are in the clicks

Successful Traitors contestants don’t just hurl accusations – they look at the evidence first (well, most of the time, anyway!). Brands should take the same approach to customer data.

Track clicks, conversions and customer journeys like your audience are suspects. Then balance the numbers with empathy. What motivates them, what keeps them loyal, what makes them switch sides? Customers want to feel seen – not feel like they’re data.

 

6. Partnerships outlast egos

While it’s often a cautionary tale about herd mentality, The Traitors shows that, ultimately, a team defeats the lone wolves. Alliances are the strongest shield, and in marketing, your partnerships are your power plays. Team up with creators, agencies and your customers. Show them their engagement matters!

 

7. Reputation is the real round table

We’ve seen it time and time again – one exchange can flip the roundtable vote. It’s the same for brands: one tweet, one tone-deaf campaign, one poor response can undo years of trust.

For brands, managing your rep is a full-time job. Stay transparent, own your missteps and move quickly when the internet’s torches start to flicker. The Faithful always find their way back.