Netflix Digital Strategy

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Final Assignment for Skillshare Course - Crash Course in Digital Strategy. Tutor: Julian Cole.

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Netflix Digital Strategy

  1. 1. NETFLIXDIGITAL STRATEGY PROMOTING HEMLOCK GROVESKILLSHARE ASSIGNMENTCRASH COURSE IN DIGITAL STRATEGY BY JULIAN COLE@MATTBUTLER07 #DIGISTRAT 1
  2. 2. “Hemlock Grove is unlike anything else in itsgenre. It‟s sexy, gripping, emotional and twisted, and we‟re certain viewers are going to be captivated by its intensity.” - Ted Sarandos, Chief Content Officer 2
  3. 3. OUR ROOTS— Creative Commons Flickr by reid 3
  4. 4. We have moved from "The Tube", to HBO, DVD, Satellite, Blu-ray and now smart TVs. 4 Creative Commons Flickr by Medhi
  5. 5. Then the internet camealong and busted thechains that bound us toour cable boxes. 5 Creative Commons Flickr by x-ray delta one
  6. 6. NETFLIX CAME ALONG AND NOW, WAITING, IS DEAD 6
  7. 7. THE LANDSCAPE IS CHANGING… TRADITIONAL TV ON DEMAND TV WHAT WE WANT YOU TO WATCH WHAT YOU WANTWHEN WE WANT YOU TO WATCH IT WHEN YOU WANT ITTHE RESULT: We are more in control of our viewing habits than we use to be 7
  8. 8. NETFLIX’S PLAN… 8
  9. 9. Release ORIGINAL content made by the hottest writers, directors and producers, releasing the whole series at once 9 Creative Commons Flickr by Martin Howard
  10. 10. Netflix‟s first ORIGINAL series, House of Cards,has already been deemed a great success 10 Creative Commons Flickr by Martin Howard
  11. 11. AND NETFLIX WANTS HEMLOCK GROVE TO BE THE SAME… 11
  12. 12. PROBLEM…Hardly anybody knows about Hemlock Grove and its release on April 19th 2013 12 Creative Commons Flickr by aturka
  13. 13. Comms Priority Increase awareness of Hemlock Grove amongst horror fansAcquire 595,000 new subscribersBudget $150,000Timing by June 2013 13
  14. 14. WHO ARE WETALKING TO? 14
  15. 15. CULT HORROR FANS Frank, 25, NYC. Writer and freelance illustrator. Graphic novel and computer game fanatic. Watched Buffy The Vampire Slayer and Ginger Snaps as a teenager. Watched most horror TV series. Favourite so far is American Horror Story. TOP HORROR SITES fc.com fearnet.com cinemassacre.com horror-movies.ca cinemassacre.com shocktillyoudrop.com scaryforkids.com horror-movies.ca shelf-life.ew.com aintitcool.com 15 Creative Commons Flickr by gaudiramone
  16. 16. PROPOSITION 16
  17. 17. StrategyTarget horror fans, using Hemlock Grove to hook them into becoming Netflix subscribers.InsightThe thrill of being scared when watching TV horror shows is addictive. It’s such a painwhen you have to wait for the next episode.PropositionHemlock Grove on Netflix is the world’s longest ever horror fest.Reasons To BelieveNo one has ever released a continual stream of high quality horror at once. Now horrorfans, depending on how brave they are, can watch the 13 hour blood bath whenever theywant. 17 Creative Commons Flickr by Seyed Mostafa Zamani
  18. 18. HOW— 18 Creative Commons Flickr by monophonic.grrrl
  19. 19. NOT BY THE RUN OF THE MILL TV HORRORPROMOTION: VAMPIRE YOURSELF FB APPS, GET GLUECHECK-INS, AND „LIKE‟ THIS CAMPAIGNS. 19
  20. 20. BUT BY CREATING AN UNDERGROUND, VIRAL CAMPAIGN, THATBUILDS SUSPENSE AND INTRIGUE AMONGST AUDIENCE. 20
  21. 21. IDEA— THE IDEA 21 Creative Commons Flickr by derrickT
  22. 22. #WBHC THE WORLD’SBIGGEST HORRORCHALLENGE… 22
  23. 23. TO WATCH 13 HOURSOF HEMLOCK GROVE INONE SITTING 23
  24. 24. YOU THINK YOU’REBRAVE ENOUGH? 24
  25. 25. NETFLIX DARES YOU… 25
  26. 26. Those that accept and sign up to thechallenge will be monitored by WEBCAM…If you fall asleep, go out, or get too scaredand turn off the TV, the Netflix team willknow… 26
  27. 27. THROUGHOUT THE WHOLE EXPERIENCE, YOU CAN SEE WHO‟S MADEIT AS FAR AS YOU… 2000 people have made it to episode 10 27
  28. 28. AND AT EVERY MAJOR STEP… 1 HOUR… 3 HOURS… 6 HOURS… 9 HOURS… 13 HOURS…You‟ll get a BADGE to share via Twitter or Facebook toprove how tough you really are 28
  29. 29. AND FOR THOSE THAT MAKE IT TOEPISODE 13… 29
  30. 30. RECEIVE A VINEHORROR FILM MADEFOR YOU BY ELI ROTH 30
  31. 31. EXECUTINGTHE IDEA 31Creative Commons Flickr by The Wandering Angel
  32. 32. COMMUNICATIONS FRAMEWORK 32
  33. 33. DIGITAL ECOSYSTEM 33
  34. 34. AWARENESS SEARCH Adwords buy for horror, shows TWITTER similar to, Netflix, all directing to Target people tweeting about similar Hemlock Grove microsite. horror shows to Hemlock Grove. BANNERS SOCIAL BOOKMARKING On news sites and top horror blog Buzzfeed, StumbleUpon, & Reddit sites directing to Hemlock Grove ads directing to microsite. microsite. FACEBOOK ADSStandard ads directing to Hemlock Grove microsite, page posts directing to microsite, andsponsored stories for new post and page links. 34
  35. 35. CONSIDERATION BANNERS Placed on IMDB similar TV show pages. EARNED MEDIAInfluencer outreach to popular horror bloggers. SOCIAL ADSPointed at favourable earned media coverage. 35
  36. 36. BUYING REMARKETING Google remarketing with tags originating on microsite. SEARCHAdwords buy for competitive shows,horror, and similar to, directing back to microsite. 36
  37. 37. 37
  38. 38. BUDGETMicrosite $50,000Search $20,000Banners $20,000PR Blogger Outreach $10,000FB ads and sponsored stories $20,000YouTube Ads $30,000Total Costs $150,000 38
  39. 39. TIMINGSToday = Sign-offMarch 2nd = Build MicrositeMarch 17th = Pre Campaign MeasurementMarch 18th = Account SetupMarch 20th = Creative DevelopmentApril 5th = Blogger OutreachApril 12th = Campaign LaunchApril 13th - 1st May = Ad Buy PostMay 4th = Campaign Measurement 39
  40. 40. THANK YOU—QUESTIONS @MATTBUTLER07 40

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