Netflix needed to engage the media to generate headlines, fuel discussion and showcase its brilliant programming to own the debate – is TV Getting Better?
The rise of streamed TV has led to the emergence of the Spoiler phenomenon. To capitalize on the trend, in collaboration with our colleagues at MSLGROUP New York, we undertook transatlantic research to contrast and compare consumer behaviours and attitudes to ‘Spoilers’. The quantitative research was supported by qualitative investigation in both the US and UK, undertaken by a renowned cultural anthropologist. We visited viewers in their homes to observe their viewing habits and document their attitudes to spoiling programmes for friends and family. The results were analysed and tailored stories created for simultaneous release in both markets, supported by rich social content including a Netflix ‘Spoiler’ micro-site which challenged consumers to test their own propensity to spoil.
The UK campaign smashed its KPI objectives, achieving in excess of three times the coverage targets. The story was carried by 189 media outlets including: MailOnline, The Telegraph, theguardian.com, SkyNews, Heart FM, Capital FM, Yahoo News, Radio Times and Digital Spy.