3. Due to broadband availability,TV viewership is going
down, while streaming content has become the most
convenient way to ‘watch your stories’.
Friday, 21 June 13
4. Netflix has invested hundreds of millions of dollars in
original series—House of Cards,Hemlock Grove,Arrested
Development, Orange Is the New Black, a Ricky Gervais
show called Derek, and Turbo: F.A.S.T., a kids show co-
produced with DreamWorks Animation
“We think of the technology as a vehicle for creating a better,
more modern experience for the content we have,” says Chief
Executive Officer Reed Hastings.
“What we’re really competing for quite broadly is people’s time.”
Friday, 21 June 13
5. The uptake of ‘binge
watching’
Even the latest update of Netflix includes the
phrase ‘binge-watching in the description
Friday, 21 June 13
7. Insight #1
How consumers view TV:
Watching content online and watching an more content in
a shorter space of time is becoming increasingly common.
Friday, 21 June 13
8. what is up with all the
werewolves these days?
Friday, 21 June 13
9. about Hemlock grove
Staring European and
Australian talent
Directed by Eli Roth
(Known for his Gore-
teamed movies)
eg: Hostel
Season 2 Launching
July 2013
All episodes available
in one hit.
Other Werewolf/vampire series:
True Blood, Supernatural, Being
Human,Vampire Diaries, Grimm,
Teen Wolf...You could say its a trend.
Friday, 21 June 13
10. “There are certain
expectations when
horror master Eli
Roth puts his name
on a project, chief
among them: gore.”
(Cassandra Szklarski, The Canadian Press Apr 16, 2013 04:31:19 PM)
Friday, 21 June 13
11. “Of course, there’s a reason the impossibly attractive “Twilight”
creatures appeal to large — mostly female — audiences.” Eli Roth
“But when they grow out of that phase, they’ll be looking for
something else,” he suggests.
“They’re going to want to see stories with similar themes — not just
werewolves and vampires, all kinds of monsters. But really, you know,
done in a much more adult way.Those kids are going to grow up and
they’re going to want something that’s much harder.”
Friday, 21 June 13
13. According to Quantcast, Hulu visitors are mainly 18-24,
whereas, Netflix visitors are mainly 25-54. ->A potential
growth area for Netflix and Hemlock Grove is the
demographic taken by hulu.
Hemlock Grove makes
the perfect catalyst for
a new audience to sign
up to Netflix
Insight #3
Friday, 21 June 13
14. So their Next step?,
World domination:
In its first quarter earnings report, issued Monday 6th of May, Netflix said:
“Given our expected return to global profitability in Q2, and how well we've been received in the UK,
we've decided to open an additional attractive European market in Q4 of this year. Assuming
continued success, and additional markets we can enter with confidence, we expect to roughly match
the roll-out of new markets to global profitability for the foreseeable future.”
Netflix knows that their audience is
Global
Friday, 21 June 13
15. Netflix starting to promote Arrested
Development in London
Friday, 21 June 13
17. Insight # 4
Target Major European Cities.
eg: London, Paris, Berlin.
Friday, 21 June 13
18. Problem
Low awareness of Hemlock Grove as an original series on Netflix.
Objective
Introduce people to Hemlock Grove and increase subscriptions to
Netflix by 30%YOY.
Friday, 21 June 13
19. Timeframe
Budget
Increase subscriptions of Netflix by 15% overall by
September 2013 and Increase subscriptions of Netflix in
Europe by 30% by December.
800,000 pounds
Friday, 21 June 13
20. Data Insights
Common search
terms are ‘netflix
movies’ (not tv)
People tweet
what they are
watching on
Netflix
more commonly
watched on PS3’s
than any other
device
Hemlock grove is currently ranked a 7.1 on IMBD
Hemlock grove ranks very highly on
Getglued with checkins (streaming for
free is high)
Netflix accounts for
1/3 of US internet
traffic.
Mainly LA/NYC/Toronto/
Chicago/SF and London
Friday, 21 June 13
21. Current consumer
profile
• 56% Female
• age: 25-44
• 56% no kids
• household income of
100-150k
• graduate/post graduate
educated
• Mainly in Major cities:
LA/NYC/Toronto/
Chicago/SF/London
Friday, 21 June 13
22. Target women18-34
who live in London/
Prague/Berlin/Rome/
Madrid and other
major cities across
Europe.
The strategy
by targeting women in
the age group,
statistics say 85%
there is a likely to
watch with a friend or
boyfriends of a similar
demographic
Friday, 21 June 13
23. IDEA
Movie theatres set up to premier (in the top cities
simultaneously) all in one big binge. (but how does this
translate to Netflix subscriptions)
Tickets can be won by subscribing to Netflix in the
month prior to the launch of season 2.
Each episode is slightly under an hour x 13 episodes
= 13 hours. Overnight slumber party at the theatres.
Major Prize being a screening in Eli Roths’
Goreatorium in LasVegas
Friday, 21 June 13
24. #NOTFORKIDS CAMPAIGN
Real interactive experience when you see all 13 hours in the
theatre with other fans all dressed up.
They will think it is just a huge sleep over with people wearing
pyjamas and bringing blankets.
But when the gore-y parts start happening the audience will be
surprised by some of their fellow viewers jumping up to scare the
fellow patrons.
Friday, 21 June 13
25. #NOTFORKIDS
These people who are
jumping up to scare the
audience then take photos
and post on facebook/
twitter/tumblr for the rest
of the audiences across the
globe to see and share their
favourites.
Friday, 21 June 13
26. Awareness Consideration Purchase
Communications frameworkCurrent Consumer
behaviour
Desired behaviour
Sign up for Netflix
Facebook
Youtube
Twitter
Pintrest
IMBD
Ask Friends
Youtube trailers
Microsite
Movie trailers Reddit
Tumblr
Creative messaging:Win a
chance to go to the premier in
LasVegas or in your home city
to watch all at once
Media Media Media
Horror blogs Getglued
Creative messaging: Not for kids.
Creative messaging: Netflix is the
only place to binge-watch Hemlock
grove.
Reasons to believe: Competition.
Also a great chance to promote
smaller screenings.
Reasons to believe:Themes in
Hemlock Grove of sex, drugs,
violence and bad language.
Reasons to believe:Themes in
Hemlock Grove of sex, drugs,
violence and bad language.
Microsite
Netflix
Eli Roth website
Goretorium site
Youtube
IMBD
Horror Blogs
Eli Roth hosted Reddit
Youtube
Facebook ads
Netflix ads
Banner ads
Friday, 21 June 13
28. Digital ecosystem
Overnight screening
(also helps spread
awareness to others
who didn’t sign up
before the launch)
Social Media: Facebook/twitter/instagram
Google search and banner ads
Awareness
Consideration
Youtube trailers
Horror bloggers
Reddit with Eli Roth
Youtube ads
Tumblr
GetGlued
Purchase
Netflix sign up competition
Hemlock Grove Microsite
Goreatorium Microsite
Friday, 21 June 13
29. Budget
Banner ads 50,000 pounds
Facebook 40,000 pounds
Twitter 20,000 pounds
Competition 500,000 pounds
Reddit with Eli Roth 10,000 pounds
Youtube 100,000 pounds
Netflix ads 30,000 pounds
Horror Blogs outreach 60,000 pounds
Total 740,000 pounds
Friday, 21 June 13