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Netflix Digital Strategy
Netflix is promoting its new original horror series Hemlock Grove with a viral digital marketing campaign called the World's Biggest Horror Challenge. The campaign dares fans to watch all 13 episodes of Hemlock Grove in one sitting while being monitored via webcam. Participants who complete the challenge will receive badges to share on social media and the chance to receive a horror film made by Eli Roth. The $150,000 campaign uses ads, banners, influencer outreach and social media to drive awareness and consideration among horror fans ahead of Hemlock Grove's April 19th release on Netflix.
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Netflix Digital Strategy
- 1. NETFLIX DIGITAL STRATEGY PROMOTINGHEMLOCK GROVE SKILLSHARE ASSIGNMENT CRASH COURSE IN DIGITAL STRATEGY BY JULIAN COLE @MATTBUTLER07 #DIGISTRAT 1
- 2. “Hemlock Grove isunlike 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 movedfrom "The Tube", to HBO, DVD, Satellite, Blu-ray and now smart TVs. 4 Creative Commons Flickr by Medhi
- 5. Then the internetcame 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 ISCHANGING… 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
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- 9. Release ORIGINAL contentmade 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 WANTSHEMLOCK GROVE TO BE THE SAME… 11
- 12. PROBLEM… Hardly anybody knowsabout Hemlock Grove and its release on April 19th 2013 12 Creative Commons Flickr by aturka
- 13. Comms Priority Increaseawareness of Hemlock Grove amongst horror fans Acquire 595,000 new subscribers Budget $150,000 Timing by June 2013 13
- 14. WHO ARE WE TALKINGTO? 14
- 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
- 16. PROPOSITION 16
- 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 THERUN OF THE MILL TV HORROR PROMOTION: VAMPIRE YOURSELF FB APPS, GET GLUE CHECK-INS, AND „LIKE‟ THIS CAMPAIGNS. 19
- 20. BUT BY CREATINGAN 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 BIGGESTHORROR CHALLENGE… 22
- 23. TO WATCH 13HOURS OF HEMLOCK GROVE IN ONE SITTING 23
- 24. YOU THINK YOU’RE BRAVEENOUGH? 24
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- 26. Those that acceptand 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 WHOLEEXPERIENCE, YOU CAN SEE WHO‟S MADE IT AS FAR AS YOU… 2000 people have made it to episode 10 27
- 28. AND AT EVERYMAJOR 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 THOSETHAT MAKE IT TO EPISODE 13… 29
- 30. RECEIVE A VINE HORRORFILM MADE FOR YOU BY ELI ROTH 30
- 31. EXECUTING THE IDEA 31 Creative Commons Flickr by The Wandering Angel
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- 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
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- 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 March2nd = 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
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