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NETFLIX
DIGITAL STRATEGY PROMOTING HEMLOCK GROVE

SKILLSHARE ASSIGNMENT



CRASH COURSE IN DIGITAL STRATEGY BY JULIAN COLE



@MATTBUTLER07 #DIGISTRAT
                                                  1
“Hemlock Grove is unlike anything else in its
genre. 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
OUR ROOTS
—           Creative Commons Flickr by reid
                                              3
We have moved from "The Tube", to HBO, DVD, Satellite, Blu-ray and now smart
                                   TVs.


                                                                                    4
                                                           Creative Commons Flickr by Medhi
Then the internet came
along and busted the
chains that bound us to
our cable boxes.


                                                             5
                          Creative Commons Flickr by x-ray delta one
NETFLIX   CAME ALONG AND NOW, WAITING, IS DEAD




                                                 6
THE LANDSCAPE IS CHANGING…


  TRADITIONAL TV                            ON DEMAND TV
 WHAT WE WANT YOU TO WATCH                       WHAT YOU WANT
WHEN WE WANT YOU TO WATCH IT                    WHEN YOU WANT IT




THE RESULT: We are more in control of our viewing habits than we use to be
                                                                         7
NETFLIX’S PLAN…
                  8
Release ORIGINAL content made by the hottest writers, directors and producers,
                    releasing the whole series at once




                                                                                             9
                                                  Creative Commons Flickr by Martin Howard
Netflix‟s first ORIGINAL
 series, House of Cards,
has already been deemed
     a great success
                                        10
       Creative Commons Flickr by Martin Howard
AND NETFLIX WANTS HEMLOCK GROVE TO BE THE SAME…


                                                  11
PROBLEM…
Hardly anybody knows about Hemlock Grove and its release on April 19th 2013



                                                                                        12
                                                    Creative Commons Flickr by aturka
Comms Priority Increase awareness of Hemlock Grove amongst horror fans

Acquire 595,000 new subscribers

Budget $150,000

Timing by June 2013




                                                                         13
WHO ARE WE
TALKING TO?

          14
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
PROPOSITION




              16
Strategy
Target horror fans, using Hemlock Grove to hook them into becoming Netflix subscribers.



Insight
The thrill of being scared when watching TV horror shows is addictive. It’s such a pain
when you have to wait for the next episode.



Proposition
Hemlock Grove on Netflix is the world’s longest ever horror fest.



Reasons To Believe
No one has ever released a continual stream of high quality horror at once. Now horror
fans, depending on how brave they are, can watch the 13 hour blood bath whenever they
want.




                                                                                                             17
                                                                     Creative Commons Flickr by Seyed Mostafa Zamani
HOW
—



                                           18
      Creative Commons Flickr by monophonic.grrrl
NOT BY THE RUN OF THE MILL TV HORROR
PROMOTION: VAMPIRE YOURSELF FB APPS, GET GLUE
CHECK-INS, AND „LIKE‟ THIS CAMPAIGNS.

                                            19
BUT BY CREATING AN UNDERGROUND, VIRAL CAMPAIGN, THAT

BUILDS SUSPENSE AND INTRIGUE AMONGST AUDIENCE.


                                                       20
IDEA
—
       THE IDEA


                                                21
                  Creative Commons Flickr by derrickT
#WBHC
 THE WORLD’S
BIGGEST HORROR
CHALLENGE…
                 22
TO WATCH 13 HOURS
OF HEMLOCK GROVE IN
ONE SITTING


                      23
YOU THINK YOU’RE
BRAVE ENOUGH?



                   24
NETFLIX DARES YOU…




                     25
Those that accept and sign up to the
challenge will be monitored by WEBCAM…



If you fall asleep, go out, or get too scared
and turn off the TV, the Netflix team will
know…
                                                26
THROUGHOUT THE WHOLE EXPERIENCE, YOU CAN SEE WHO‟S MADE
IT AS FAR AS YOU…


                                             2000
                                            people
                                          have made
                                             it to
                                          episode 10




                                                          27
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 to
prove how tough you really are
                                                         28
AND FOR THOSE THAT MAKE IT TO
EPISODE 13…




                                29
RECEIVE A VINE
HORROR FILM MADE
FOR YOU BY ELI ROTH



                      30
EXECUTING
THE IDEA

                                             31
Creative Commons Flickr by The Wandering Angel
COMMUNICATIONS FRAMEWORK




                           32
DIGITAL ECOSYSTEM




                    33
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 ADS
Standard ads directing to Hemlock
   Grove microsite, page posts
    directing to microsite, and
sponsored stories for new post and
            page links.
                                                                                34
CONSIDERATION
             BANNERS
  Placed on IMDB similar TV show
              pages.




           EARNED MEDIA
Influencer outreach to popular horror
              bloggers.




            SOCIAL ADS
Pointed at favourable earned media
             coverage.


                                        35
BUYING
         REMARKETING
  Google remarketing with tags
    originating on microsite.




              SEARCH
Adwords buy for competitive shows,
horror, and similar to, directing back
            to microsite.




                                         36
37
BUDGET

Microsite $50,000
Search $20,000
Banners $20,000
PR Blogger Outreach $10,000
FB ads and sponsored stories $20,000
YouTube Ads $30,000
Total Costs $150,000



                                       38
TIMINGS
Today = Sign-off
March 2nd = Build Microsite
March 17th = Pre Campaign Measurement
March 18th = Account Setup
March 20th = Creative Development
April 5th = Blogger Outreach
April 12th = Campaign Launch
April 13th - 1st May = Ad Buy Post
May 4th = Campaign Measurement

                                        39
THANK YOU
—
QUESTIONS @MATTBUTLER07




                          40

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Netflix Digital Strategy

  • 1. NETFLIX DIGITAL STRATEGY PROMOTING HEMLOCK GROVE SKILLSHARE ASSIGNMENT CRASH COURSE IN DIGITAL STRATEGY BY JULIAN COLE @MATTBUTLER07 #DIGISTRAT 1
  • 2. “Hemlock Grove is unlike anything else in its genre. 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. OUR ROOTS — Creative Commons Flickr by reid 3
  • 4. We have moved from "The Tube", to HBO, DVD, Satellite, Blu-ray and now smart TVs. 4 Creative Commons Flickr by Medhi
  • 5. Then the internet came along and busted the chains that bound us to our cable boxes. 5 Creative Commons Flickr by x-ray delta one
  • 6. NETFLIX CAME ALONG AND NOW, WAITING, IS DEAD 6
  • 7. THE LANDSCAPE IS CHANGING… TRADITIONAL TV ON DEMAND TV WHAT WE WANT YOU TO WATCH WHAT YOU WANT WHEN WE WANT YOU TO WATCH IT WHEN YOU WANT IT THE RESULT: We are more in control of our viewing habits than we use to be 7
  • 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. Netflix‟s first ORIGINAL series, House of Cards, has already been deemed a great success 10 Creative Commons Flickr by Martin Howard
  • 11. AND NETFLIX WANTS HEMLOCK GROVE TO BE THE SAME… 11
  • 12. PROBLEM… Hardly anybody knows about Hemlock Grove and its release on April 19th 2013 12 Creative Commons Flickr by aturka
  • 13. Comms Priority Increase awareness of Hemlock Grove amongst horror fans Acquire 595,000 new subscribers Budget $150,000 Timing by June 2013 13
  • 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
  • 17. Strategy Target horror fans, using Hemlock Grove to hook them into becoming Netflix subscribers. Insight The thrill of being scared when watching TV horror shows is addictive. It’s such a pain when you have to wait for the next episode. Proposition Hemlock Grove on Netflix is the world’s longest ever horror fest. Reasons To Believe No one has ever released a continual stream of high quality horror at once. Now horror fans, depending on how brave they are, can watch the 13 hour blood bath whenever they want. 17 Creative Commons Flickr by Seyed Mostafa Zamani
  • 18. HOW — 18 Creative Commons Flickr by monophonic.grrrl
  • 19. NOT BY THE RUN OF THE MILL TV HORROR PROMOTION: VAMPIRE YOURSELF FB APPS, GET GLUE CHECK-INS, AND „LIKE‟ THIS CAMPAIGNS. 19
  • 20. BUT BY CREATING AN UNDERGROUND, VIRAL CAMPAIGN, THAT BUILDS SUSPENSE AND INTRIGUE AMONGST AUDIENCE. 20
  • 21. IDEA — THE IDEA 21 Creative Commons Flickr by derrickT
  • 22. #WBHC THE WORLD’S BIGGEST HORROR CHALLENGE… 22
  • 23. TO WATCH 13 HOURS OF HEMLOCK GROVE IN ONE SITTING 23
  • 26. Those that accept and sign up to the challenge will be monitored by WEBCAM… If you fall asleep, go out, or get too scared and turn off the TV, the Netflix team will know… 26
  • 27. THROUGHOUT THE WHOLE EXPERIENCE, YOU CAN SEE WHO‟S MADE IT AS FAR AS YOU… 2000 people have made it to episode 10 27
  • 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 to prove how tough you really are 28
  • 29. AND FOR THOSE THAT MAKE IT TO EPISODE 13… 29
  • 30. RECEIVE A VINE HORROR FILM MADE FOR YOU BY ELI ROTH 30
  • 31. EXECUTING THE IDEA 31 Creative Commons Flickr by The Wandering Angel
  • 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 ADS Standard ads directing to Hemlock Grove microsite, page posts directing to microsite, and sponsored stories for new post and page links. 34
  • 35. CONSIDERATION BANNERS Placed on IMDB similar TV show pages. EARNED MEDIA Influencer outreach to popular horror bloggers. SOCIAL ADS Pointed at favourable earned media coverage. 35
  • 36. BUYING REMARKETING Google remarketing with tags originating on microsite. SEARCH Adwords buy for competitive shows, horror, and similar to, directing back to microsite. 36
  • 37. 37
  • 38. BUDGET Microsite $50,000 Search $20,000 Banners $20,000 PR Blogger Outreach $10,000 FB ads and sponsored stories $20,000 YouTube Ads $30,000 Total Costs $150,000 38
  • 39. TIMINGS Today = Sign-off March 2nd = Build Microsite March 17th = Pre Campaign Measurement March 18th = Account Setup March 20th = Creative Development April 5th = Blogger Outreach April 12th = Campaign Launch April 13th - 1st May = Ad Buy Post May 4th = Campaign Measurement 39