A Series of Unfortunate Events

Submitted by: Print Power 27/09/2017

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Background

The launch of an all new Netflix programme ‘A Series of Unfortunate Events,’ a tormenting programme about three orphan kids whose large inheritance is being pursued by an evil uncle, Count Olaf. Netflix needed to launch it in a way that raised awareness and got people to stream the programme. The concept of the grand launch was rather bizarre nut compelling as Netflix set out to persuade people not watch it in their comms.

The Case Study

They picked the perfect day to orchestrate this launch, the bluest of Blue Mondays which is the unhappiest day of the year. With that in mind, Netflix inserted a full-page letter in the Metro newspaper commiserating with commuters on their harrowing daily journey into work. But warning them an even worse fate awaited them if they were to watch ‘A Series of Unfortunate Events’. In addition to that pernicious propaganda, Netflix partnered with Hummingbird Bakery, Black Sheep Coffee, Shoreditch Grind and other ostentatious outlets to masterfully paint the streets and boutiques of London with Lemony Snicket quotes and gift cards in a campaign to prevent people from watching ‘A series of Unfortunate Events’ (consequently raising awareness of the show.) A dastardly plan Count Olaf would be proud of. The terrible tale was captured in an Instagram Story, through the eyes of an unfortunate commuter.

 

Results

  • A lot of people stopped and smiled. Reddit fans spotted the secret clues that were left in the letter and began discussing it all over the internet which created engagement and awareness.
  • 95,000 views on the launch of the series.
  • Hundreds of people snapped and shared the signs and the letter on their social feeds - amazing considering it's a print ad.


Case Submitted By: Directory

 

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