The Netflix Pub
Netflix’s global fan day ‘Tudum’ was taking place on the same weekend as the AFL Grand Final, and Netflix wanted to leverage the moment to create local brand love.
Challenge
Just about every brand tries to be part of the festivities of Grand Final Day, and Australians can be a cynical bunch. So how does Netflix stand out in a meaningful way?
Unlock
Netflix’s most honest place during the weekend isn’t during the big game, it’s actually the day after, when our sporting hangover kicks in.
Not only does the Grand Final mark the end of a busy six months in our sporting calendar, October happens to be when many of Netflix’s big titles return for the year.
Strategy
Get Australians excited for everything coming to Netflix, right at the time we hit a lull in our country’s sporting calendar.
Proposition
The end of sports season marks the start of Netflix season.
We celebrated the start of ‘Netflix Season’ in the most authentically Australian way we could think of - by creating our own pub, called the Who’s Watch Inn.
Opening the day after the Grand Final and remaining open for two weeks, the Who’s Watch Inn highlighted all the great Netflix content to come, and was fitted out with a Netflix inspired menu, drinks, trivia nights and even a stand up comedy night.
In what was an unexpected bonus, we also gave Netflix a platform (Netflix Season) they could use to mark the moment and activate around in different ways each year.
Results
Earned media of $2 million through PR.
Thousands of people in Melbourne attended over the week it was live.
97% positive sentiment across our social media tracking.
Creative
How I made a difference.
I’d say my biggest contribution was actually recognising that Netflix had a more authentic role to play on the day after the Grand Final, not the day of. It might seem like a small distinction, but I genuinely think it went a long way in helping our activation stand out rather than get lost amongst all of the noise of the big day. I also think it led to an idea that was more authentic and appreciated by Aussies.