2. Agenda
● Product Recap
● Target Market
● Positioning
● Remember these 3
● Creative plan overview
● Media plan layout
● Phase 1
● Phase 2
● Phase 3
● Conclusion
3. Recapproduct
● Customizable box that is delivered to
you
● Each box will feature items that relate
directly to one season of a show
● 5 Items per box
4. Targetmarket
Binge Watchers
● 61 % of the overall Netflix subscribers
● 18-34 years old
● Male and female
● Exist within all genres
Julia
John
Remember
them?
6. Threethingstokeepinmind
1. We know our consumers
2. Our box keeps consumers coming back
3. No other streaming service has the same product customization
7. OVERVIEWOFCREATIVEPLAN
We want to Accomplish…
A Better Viewing Experience
Big Picture
Feeling like they are inside the show
Tagline: Build the Show Around You
Why?
BingeBox focuses on viewer
enhancement the creative mimics that
10. 15SecondTVad
Goal: Get consumers wondering
Build interest by showing the box, but not
telling TOO much
We explain where to get it and we want the
consumer to look more into it
13. Print:Show-Specific
● Made the ads look similar to train the market to recognize
● This is focused on capturing the attention of people that
watch those shows
● Goal: catch attention with recognizable logos and photos
from show
17. FacebookGoals
● Increase WOM
● Increase user
engagement
● Form a community
● Build a relationship
● Know the consumer
even better
18. FunctionsofFacebook
● A hook to communicate and integrate all binge-
box activities
● Share updates, contests (YouTube)
● Consumers can talk, share and participate
● Consumers can easily get service
● Monitoring the attitude towards Bingebox
● Get wiser on the target audience
● Collect data for product development
19. YOUTUBEGOALS
- Include, engage and inform a huge
audience
- Provide audience with more
specific info
- Encourage audience to interact
- Foster virality
20. FUNCTIONSONYOUTUBE
- 50 first subscribers get asked to do a
Youtube video
- They show what is in the box
- Link to videos on Facebook and Netflix
- One channel for all boxes (not show
specific)
- Expansion into phase three
21. Phase3Handson
● The first print ad “Empty Box” will be expanded into the third
month
○ The ads will feature a QR Code
● Youtube video continuation
● Event featuring augmented reality components
23. YOUTUBEEXPANSION:GOALS
- Keep people talking, creating and
sharing
- Make the binge-watchers feel like
it is their product
- Make the box live on its own
through interaction and virality
24. YOUTUBEEXPANSION:Functions
- Get people to tell stories
- About how the box is enhancing their viewing
experience
- About how it ads value to their life
- About everyday situations where the box made a
difference
- Divide the channel into separate show-specific
channels
- In the future: Wishes for show related items
25. Event/augmentedreality
This event will:
● Drive sign-ups through email
newsletter opt-in
● Bring ad campaign full-circle
● Feature example boxes consumers
can interact with
● Offer $5 off your first purchase
● Use viral hashtag #BingeBox
26. Recap:Thiscampaignwill...
1. Introduce BingeBox in a way that will build user engagement and
awareness
2. Explain that BingeBox enhances your Netflix viewing experience by
bringing the show to life
3. Build a relationship between the ads & the consumers through
recognition, leading to physical involvement & sign ups
