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A Digital Strategy for Netflix + Hemlock Grove
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A Digital Strategy for Netflix + Hemlock Grove

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    A Digital Strategy for Netflix + Hemlock Grove A Digital Strategy for Netflix + Hemlock Grove Presentation Transcript

    • Hemlock Grove + Netflix a digital strategy created by @melaniejflores
    • The way we watch television andthe content it offers has transformedimmensely over the years.
    • No longer do we have to gather aroundthe one black and white channel…
    • Gone are the days of struggling with the dial…
    • Watching shows from a VCR? What’s that?
    • There is a sea change happening, consumers are pastthe idea of recording shows onto their DVR and fast-forwarding through the commercials, and moving towardinter-connected devices and streaming content.This new way to watch content has introduced a newbehavior of marathon style viewing, or binge-watching.
    • We saw this first hand with the release of Netflix’sHouse of Cards on February 1.Within the first 12 days of House Of Cards being available,• Ten percent of respondents said they had viewed at least one episode• The average viewer had watched a half-dozen episodes• Nearly one in five—19.4 percent—had watched all 13 * According to a survey by Cowen research conducted week of 2/11/13 that polled 1,229 U.S. consumers, 346 of whom were Netflix customers and 223 of whom had access to a Netflix subscription.
    • In an effort to expand its new model ofexclusive content, Netflix is introducing a newseries, and in House of Cards fashion,releasing all 13 episodes at once.
    • Introducing… Hemlock Grove
    • But wait, Netflix already has 33 million subscribers… How do we promote Hemlock Grove AND gain new Netflix subscribers?…we gain new subscribers by promoting Hemlock Grove.
    • Hemlock Grove is the newest horror series that youcan’t miss. Created by Eli Roth, Hemlock Grovepushes the envelope in its category and sucksviewers in.Did we mention it was created by Eli Roth?
    • Yes, Eli Roth.
    • Yes, Eli Roth.Even Selena Gomez loves him.
    • Although Eli Roth has a substantial fan base, we stillhave a problem: consumer awareness aroundHemlock Grove is considerably low.By increasing awareness about Hemlock Grove, ourgoal is to gain 150,000 new Netflix subscribers.The timeframe is March – April 2013, with a budgetof $100,000.
    • Let’s start with our target audience.Meet Ben. Ben is 23 and lives in Fresno, CA. He likesto spend his free time online or playing Call of Duty andSkyrim. As a result, he values a good sense ofcommunity. He also enjoys watching movies and TVshows that really get inside his head, and lastHalloween he & his friends took a trip to Vegas andvisited Eli Roth’s Goretorium.Why doesn’t he have a Netflix subscription? Nothingon it has caught his attention enough to sign up andfork out the 8 bucks a month.
    • Ben’s media usageThe following statistics can help us understand Ben’s onlinebehavior and the way he interacts with digital media: • The age group of 18-24 spend most of their time using PCs for social networking out of all age groups • Nearly a quarter use social media to comment on the storyline while watching TV • 41% of tablet owners and 38% of smartphone owners use their device daily while watching TV http://blog.nielsen.com/nielsenwire/social/2012/
    • Given everything we know, the one thing thatwe want Ben to think is: I need Netflix because I can’t not watch Hemlock Grove!
    • How do we tell him that?Current consumer behavior Desired behaviorMale horror fans 18 - 34 Subscribe to Netflix Facebook Word of mouth Netflix.com Search Shocktillyoudrop.comVideo Games Facebook Twitter Cinemassacre.com What can I binge watch?   Awareness   Consideration   Purchase                          Hemlock Grove, you cant watch it From the maker of Hostel comes Dont get left out of the Rewatch the cult classics. Never get any other way.   Netflixs new original series.   conversation.   binge-watching withdrawals.                 Reason to believe: "Its novel for TV   Reason to believe: Eli Roth is an  Reason to believe: Debuts April 19.   Reason to believe: Other Netflix Reason to have a beginning, middle and established, well liked director, Many viewers will watch the entire content will add value to your end when you start out and we especially in horror. series that day, or over the purchase. really embraced that. Its like a long "If I dont come home covered head weekend. Binge watch to your hearts 13-hour movie as opposed to to toe in fake blood then I havent content. episodic television." -Mark done my job as a horror director." Verheiden, who exec produces -Roth Hemlock Grove.         Media: Media: Media: Media: Facebook Microsite Microsite Search Twitter Banners on GDN Banners on GDN Remarketing Search Rich media Rich Media Social Ads  
    • The Digital EcosystemWhat can I binge-watch?Search [adwords buy for binge watch, movie night]Facebook [promoted posts]Twitter [directly reply to Twitter users posting about binge watching, marathon viewing, etc.]
    • The Digital EcosystemWhat can I binge-watch?Search [adwords buy for binge watch, movie night]Facebook [promoted posts]Twitter [directly reply to Twitter users posting about binge watching, marathon viewing, etc.]AwarenessMicrosite [pre launch will feature countdown clock, Twitter ticker, trailer, and sign in using Netflixaccount]Banner ads [ads on Google Display Network that link to microsite]Rich media [ads on Google Display Network that link to microsite]
    • The Digital EcosystemWhat can I binge-watch?Search [adwords buy for binge watch, movie night]Facebook [promoted posts]Twitter [directly reply to Twitter users posting about binge watching, marathon viewing, etc.]AwarenessMicrosite [pre launch will feature countdown clock, Twitter ticker, trailer, and sign in using Netflixaccount]Banner ads [ads on Google Display Network that link to microsite]Rich media [ads on Google Display Network that link to microsite]ConsiderationMicrosite [pre launch will feature countdown clock, Twitter ticker, trailer, and sign in using Netflixaccount. Post launch will have exclusive chat rooms accessible only to Netflix account holders]Banner ads [ads on Google Display Network that link to microsite]Rich media [ads on Google Display Network that link to microsite]Social [promoted Facebook posts and tweets]
    • The Digital EcosystemWhat can I binge-watch?Search [adwords buy for binge watch, movie night]Facebook [promoted posts]Twitter [directly reply to Twitter users posting about binge watching, marathon viewing, etc.]AwarenessMicrosite [pre launch will feature countdown clock, Twitter ticker, trailer, and sign in using Netflixaccount]Banner ads [ads on Google Display Network that link to microsite]Rich media [ads on Google Display Network that link to microsite]ConsiderationMicrosite [pre launch will feature countdown clock, Twitter ticker, trailer, and sign in using Netflixaccount. Post launch will have exclusive chat rooms accessible only to Netflix account holders]Banner ads [ads on Google Display Network that link to microsite]Rich media [ads on Google Display Network that link to microsite]Social [promoted Facebook posts and tweets]PurchaseSearch [adwords buy for Eli Roth, best thriller series, top horror series]Google Remarketing [ads and rich media that link to microsite]
    • What will Ben see?
    • Search
    • Twitter: Direct interaction
    • Google Display Network: Shocktillyoudrop.com
    • Microsite The microsite will exude a sense of exclusivity by being accessible to Netflix account holders only. The home page will have a Twitter ticker that streams live tweets about Hemlock Grove and an area to sign in or sign up for Netflix. Once the customer signs in they will enter the first room where they can talk about episode 1 of the series. To enter the next room that revolves around the next episode, a back-end verification will be performed to ensure that the episode has already been watched from your account. The ability to check-in to the microsite/share to social media will engage the social community while simultaneously creating opportunities for driving discovery. Welcome to the world of Hemlock Grove. Spoiler alerts not needed.
    • How will we measure success?
    • Key Performance Indicators
    • How much will it cost?
    • How much will it cost? Search $25,000 Social $15,000 Microsite $20,000 Banner Ads $25,000 Rich Media $15,000 $100,000
    • THANKYOU questions? comments? @melaniejflores