Experiential campaign for Netflix based off of Refinery 29's "29 Rooms."

2. Research
ReedHastingsco-founded
Netflixin1997.
Startedin1997asaDVD-
rental-by-mailfirm.
BeganstreamingintheUS
in2007,and
internationallyin2010.
Firstoriginalseries
debutedin2013.
Becameglobalin2016,
nearlytwentyyears
afterstartingNetflix.
History CurrentFinancialscope projections
EPS:41cents.
Revenue:$3.29billion.
Domesticstreamingnet
adds:1.98million.
Internationalstreaming
netads:6.36million.
Totalnetads:8.33million.
Freecashflow:-$524
million.
19%declinein2017
amongstmillennial
subscribers.
Netflixistargetinga10%
operatingmarginin2018and
plantosteadilyincrease
operatingprofitandmargin
fromthereaswebalance
growthwithprofitability.
Netflixcangrowto60-90
millionmembersintheUS,
baseduponourtrajectory
todateandthecontinued
growthofinternet
entertainment.

3. Netflixhasamajoradvantageoverlinearcompetitors
whenitcomestolaunchingaseriesorafilm.Linear
networksneedtoattractanaudienceonagivennight
atagiventime.Netflixcanbemuchmoreflexible.
BecauseeachshowonNetflixisnotcompetingfor
scarceprime-timeslotslikeonlinearTV,ashowthatis
takingalongtimetofinditsaudienceisonewecankeep
nurturing.ThisallowsNetflixtoprudentlycommittoa
wholeseason,ratherthanjustapilotepisode.In
addition,weareabletoprovideaplatformformore
creativestorytelling(varyingruntimesperepisode
basedonstoryline.
Advantages

4. Products & Services
Demographics
Psychographics
Men
34%
Women
38%
18-24
11%
25-34
17%
Men
34%
Women
37%
18-24
13%
25-34
17%
DVDBymail
movies&tv
Basic-$7.99amonthallowsonly
1usertowatchashowatatime
andHDorultraHDisnot
available.
Standard-$10.99amonthand
allows2userstobeonatthe
sametime.HDisavailablebutnot
ultraHD.
Premium-$13.99amonthallows4
userstobewatchingatthesame
time.BothHDandultraHDare
available.
Age:25-34
Gender:women
race:white
education:college
Income: $75,000-150,000.
Techsavy
Trendybingers
Busy

5. S.W.O.T.
Strengths opportunities
threatsWeaknesses
AmountofContent: Netflixhashundredsofgenres,
bothintelevisionandmovies.
DeliveryMethods:YoucanwatchNetflixonalaptop,
streamittoyouractualTV,watchonyourphone,a
tablet,anxbox,ect.
Platform:Netflixhastheeasiestandmostcohesive
platformtouse.
PriceRaises: Netflixstartedat$7.99amonth,and
isnowupto$10.99amonth.
SwitchtoOriginalContent:Netflixusedtohavea
vastamountofpopularshowsandmovies
availableon-demandbutisnowfocusedon
creating originalcontent.
Attractingnewusersby increasingtheamountof
originalcontent,newchannelsandvideolibraries
withbonusfeatures,TEDConferencevideos,etc.
Internationalexpansion.
Extendingtheirportfoliotoproductsassociated
withcontentlikeclothing,toys,accessories,etc.
Competitionandpricewarsbetweenstreaming
services
Problemswithdeliveringnon-Englishcontentdue
tohighlocalcompetition.
Media/Videocensorshipinotherculturesand
countries,

6. Market Share
Marketvaluenearing$110billion.
Netflixadded8.3millionsubscribersin
thefourthquartercomparedwith
expectationsfor6.4million.
AccordingtonewdatafromcomScore
releasedthismorning,53%ofWi-Fi
householdsintheU.S.areusing
streamingservice.
Netflixholds75%ofthemarket.
ThedatawascollectedinDecember
2016,includingdatafromover49
millionWi-Fi-connectedhomesintheU.S.

7. Competitors
hulustreamsshowsthatarecurrentlyairingon
cabletelevision.HuluPlusisclosercomparisonto
Netflixbecauseitdoesn'tinterruptviewingfor
commercialbreaksasoften.subscription:$7.99
AmazonPrimeoffersvideocontentavailablefor
streamingthatisbothshownonothernetworks
andvideooriginallyfilmedandproducedthrough
theservice.subscription:$8.25
HBONowisthestreamingserviceofHBO,most
similartoNetflix,andHBOGoisaplatformforHBO
subscriberstowatchshowsthatarecurrently
airingonHBO“on-the-go”.Subscription:$15.00

8. Social Media

9. Objective
increaseindividual
subscriptionsinusers
betweentheagesof
18-32by2%.
increasethenumber
ofsubscriptions
betweentheagesof
18-32by2%.
OURGOAL DesiredOUtcome

10. Strategy
spinoffof“29Rooms”thatwascreatedbyRefinery29. Theeventwillhave5 rooms/floorsfeaturingdifferent
Netflixoriginalshowsandmovies.Eachroomorfloorwouldbedecoratedliketheshow,differentcharacters
canmakeanappearance,andtheycanviewnewcontentbeforeitisreleased.
Thiseventwouldappealtomillenialsbygivingthemaninstagramableexperience.
TheFiveroomswillbeinfluencedby:Strangerthings,Orangeisthenewblack,Blackmirror,Aseriesof
unfortunateevents,andNarcos.
netflixwill advertisetheabilityforthemtofurtherpersonalizetheirnetflixaccountby
syncingtheirSnapchatBitmoji.WiththistheywillalsoreceiveexclusiveNetflix+Bitmoji
stickersthattheycanthenuseonSnapchattoshowwhattheyaredoing/WATCHING.
Tobuyticketsguestcangotothewebsitenetflixwillcreatefortheevent.
Inordertoincreaseindividualsubscriptionsamongmillennials, netflix willbeencouraging
ourgueststosignupfortheirownaccounts.

11. GuestCelebrities
DavidHarbour
laverinecox
neilpatrickharris
SamirAWILEYMILLIEBOBBYBROWN
RUBYROSE
Strangerthings
Strangerthings
AseriesofunfortunateeventsOrangeisthenewblack
Orangeisthenewblack Orangeisthenewblack

12. LosAngeles
may5th&6th-12th&13th
Operation & Activities
CasaVertigo
Lights: PacificEventLighting
CasaVertigoisthebestvenueforourNetflix
experientialeventbecauseitisrightoffthe
HarborFreewaymakingiteasytoget
to accommodateour guests,hasfixturesset
tomakedividingtheroomabreeze,andhas
litupbaseboardstoaddafunlighting
source!
furniturerental:A1party
DJ:RedSHoe
Security:Southwestpatrol
Cleaningcrew:blueantinc.
Storage:Publicstorage
Caterer:ArtfulFoods
Alcohol:Paradisebar

13. Chezeventspace
DJ:Toast&Jam
security:LincolnSecurityServices
cleaningcrew:kleenteam
RightintheheartofdowntownChicago,
ChezGalleryservesasNetflix’s
perfectvenue.Equippedwithlighting,
draping,andastaircaseperfectforthe
grandentranceofourcelebrityguests,
Chezwasthewaytogo.
Furniturerental:Tablescapes
Lights: FrostChicago
chicago
Storage:Publicstorage
Caterer:brix
Alcohol:brix
june2nd&3rd-9th&10th

14. SohoLoft
Furniturerental: BigDawgPartyRentals
Lights:Oxygeneventworks
NewYork
DJ:DLEEventGroup
Security:KnightSecurity
cleaningcrew:Allbrightservices
What’sbetterthanaloftspaceinSoho
withroomtodoanythingandproject
anything?Nothing.ThisSoholoftwas
theclearchoiceforanincredibleevent.
Foottrafficisincredibleandthe
neighborhoodisboomingwithbusinesses
attractingmillennials.
storage: StorageDeluxeManagement
Caterer:Dishfoods
Alcohol:Paradisebar
july7th&8th-14th&15th

15. Timeline
MAY5TH&
6th:First
Week InL.A.
MAy7th-11th:
secondwave
ofevent
promotion-
thistimeusing
picturesand
thingsfrom
thefirstL.A.
weekofevent.
April1st-
30th:Start
promoting
Forevent.
May12th-
13th:
second
weekendof
eventinL.A.
May14th-
June1st:
promote
nextwave
ofeventin
Chicago.
June2nd-
3rd:First
weekend
inchicago.
June4th- 8th:
promotesecond
Chicago
weekendusing
picturesand
thingsfrom
firstweekend
eventat
Chicago.
June9th-
10th:second
weekendin
Chicago
June 11th-
July6th:
Thirdwave
ofevent
promotionin
N.Y.
July7th-
8th:First
Weekend
inN.Y.
July9th-
13th:
promotion
forsecond
N.Y.weekend
July14th-
15th:Last
dayofevent
July20th:
Campaign
evaluation

17. Staffing
netflixwillbehiringthemorningandnightcrew
throughNetflix’sjobpostingsiteandonIndeed.
Thelinkwillbesharedonsocialmediaalongside
eventpromotionsstartinginFebruaryinprep
forthefirsteventinLosAngeles,CA.
Photographersandvideographerswillapplyin
Februarywhenthejobispostedincludinglinks
totheirportfolios/filmreels.Theywillbe
responsibleforcapturingmomentsofguests
eachday.
MorningCrew(20)responsiblefor:
night Crew(20)
-stuffinggiftbags
- generalsetup
- welcomingguests
- Ticketsales
- coatcheck

18. Gift Bags
Print materials
$5Netflixgiftcard
Netflixbrandedpop
sockets
Netflixstickers
NetflixT-shirt
Netflixbrandedwater
bottles
Tickets
Wristbands
In-MailFlyers
Budget

19. NarcosStranger Things Black mirror
SeriesOfUnfortunateEvents OITNB
JohnnieWalkerWhisky
JackDanielsWhisky
RayBanSunglasses
Kentuckyfriedchicken
PabstBlueRibbonBeer
MillerLite
CoorsBeer
SchlitzBeer
Coca-Cola
Eggowaffle/wafflebar
MaxwellHouseCoffee
PanasonicElectronics
KodakPhotography
AppleElectronics
VRTechnology
Pringles
Uber
Jello-instantpudding
Barillapasta
Lifesavermints
Nike
Dunkin’Donutsdoughnutsand
coffee
Foodservedonprisontrays
SnickersCandyBar
Vendors & Sponsors

20. ItissetinafictionaltowncalledHawkins,Indianaduringtheearly1980s.Whena
youngboydisappears,hismother,apolicechief,andhisfriendsmustconfront
terrifyingforcesinordertogethimback.
SetinColombia.BasedonthestoryofColombiandrugkingpin,PabloEscobar,whobecame
abillionairethroughtheproductionanddistributionofcocaine,whilealsofocusingon
Escobar’sinteractionswithotherdrugkingpins,DrugEnforcementAdministration(DEA)
agents,andvariousoppositionentities,whoplaguedthecountrythroughtheyears.
Show Summaries

21. BlackMirrorisananthologyseriesexploringatwisted,high-techworldwhere
humanity'sgreatestinnovationsanddarkestinstinctscollide.Itexplainsmodern
societywiththeunanticipatedconsequencesofnewtechnologies.Ithighlights
humanity’sdependenceontechnologyby“creatingstoriesthatfeaturethewaywelive
ourlivesnowversusthewaywemightbelivingin10minutestime,ifwe’reclumsy.”
amysteriousfirekillstheirparents,theBaudelairechildrenareplacedintothecareof
theirdistantrelativeCountOlaf,whoisdeterminedtoclaimthefamilyfortunefor
himself.FollowingOlaf'sfailedattemptandhisplotbeingexposed,theBaudelairesset
outtoeludeOlafanduncoverthemysterybehindasecretsocietyfromtheirparents'
past.
TheseriesinbasedonPiperKerman’smemoir,OrangeistheNewBlack:MyYearina
Women’sPrison.Normallylawabiding,PiperChapmanisconvictedofadecadeold
crimeoftransportingdrugmoneytoanex-girlfriendandissentencedtoayearand
ahalfbehindbars.Shequicklydiscoverstherealityofhowlifechangingprisoncan
reallybe.

22. Promotion Social media plan
CreatingaFacebook,InstagramandTwitteraccountfor
thepopups.
Netflixwillpostsnapchatvideosastheroomsstartto
cometogether.
Eachdayleadinguptotheevent netflix willmakeapost
foreachdifferentcelebritythatisgoingtomakean
appearance.
netflix willgetthewordoutbycreatinga
flyerwithalloftheinformationabout
thepopups.Itwillexplainall3citiesthat
wearegoingto,thedates,timesandprices
oftickets.
netflixwillposttheflyerallover social
mediaaccountsTwitter,Facebookand
Instagrammultipletimesaweek.
Mailingtheflyerstocurrentnetflix
users(whopayfortheirownaccount)in
hopestheywillsharewiththeirfriends.
WOM.
Creatinganadvertisementthatwillpop
uponthehomepageofallnetflixusers.
Thecelebritiesthatwillbeattheevent
willalsoshareontheirsocialmedia
accountstoattractmorepeople.

23. What's the Hook?
Theaudience willreceive anexclusivenewfeatureonSnapchat,oneofthemostpopular
socialmediaappsforourtargetdemographic. Thenewfeaturewouldbeabitmojilinked
fromtheirSnapchattotheirownpersonalNetflixaccount. BitmojisareusedinSnapchat
toindicateonSnapchat’smapfeaturewhatyouaredoinginrealtime. Ifyouaredrivingor
inacar,thebitmojiversionofyourselfwillbevisibletofriendsasyourbitmojiinacar. It
alsoshowsyourbitmojilisteningtomusicwhenyouare,andafewotherfeatures. We
wouldaddanexclusivelinkbetweenSnapchatandNetflixwherewhenyouwatchany
NetflixOriginalshows,yourbitmojiwilldisplayyouonachairwatchingwhatevershowit
is. Thisfeaturewillalsoenticeothermillenialstowanttoattendtheeventandcreate
theirownNetflixaccountinordertoaccessthisspecialfeature.
Wewillalsobegivingtheaudiencethatattendsoureventsanexclusivediscountcodeto
beusedwhensigningupfortheirownaccountsthatgivesthemtheirfirstthreemonthsof
Netflixfree.*

24. Influencers & Media
Thebestwayforustogarnermediaattentionisbysigningthechosencelebrity
guestsinPRcontractswiththethreeevents,promisingpromotionoftheevents
onalltheirsocialmediaplatformsadvertisingeachoftheevents. Thiswillalso
helpwithmediaattention,asnewsoutletsknowthatviewerswillpayattention
tosomethingifitinvolvestheirfavoritecelebrity,especiallyifthecelebrityis
goingtobeparticipatinginsomethingtheviewerscanalsoattend.Withthree
locations,oneonthewestcoast,oneinthemidwest,andoneontheeastcoast,
manydie-hardfansfromacrosstheUnitedStateswillbeabletoattendatleast
oneofthethreeevents. ThemediaalsolovesreportingonMillieBobbyBrown
fromStrangerThings,soensuringshewillbeattheeventswouldearnfreenews
andmediapromotionacrossplatforms.

25. Analytics
We cantracktheSnapchataccounts
linkedwiththeBitmojis.
Wewilltracktheamountofpromocodes
used.
SocialMediaimpressions.
Useofourhashtag.
Attendancetotheevent.
MediaCoverage.
IncreaseofNetflixsubscriptions.
Creatingamicrositewhereattendeescan
answerpreandpostsurveyquestions.
Onsiteactivation.

26. Sources
(https://media.netflix.com/en/about-netflix)
(https://www.cnbc.com/2018/01/22/netflix-earnings-q4-2017.html)
https://lendedu.com/blog/netflix-millennials-viewers-not-subscribers/
(https://www.mediapost.com/publications/article/304401/can-netflix-
hang-on-to-its-millennials.html)