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Netflix targets millennials with experiential ads

By Joss Davidge

Snapchat is one of the most popular social sharing apps on the market, reportedly getting 4 billion video views a day.

Earlier this year, Snapchat introduced "face-swapping," a selfie feature that allows a user to swap their face with someone they're sitting next to. Tapping into people’s love of selfies and silliness, it was an immediate success.Netflix_image_1.jpg

Netflix recently capitalised on this face-swap trend with a fun outdoor ad campaign that lets people swap faces with their favourite TV and film characters.

Netflix put up specially-designed posters around France featuring iconic characters from some of their most popular TV shows. These included Netflix original shows such as Orange is the New Black, Daredevil, and Unbreakable Kimmy Schmidt.

In order to target the younger users of Snapchat, Netflix placed the posters in strategic locations next to schools and shopping centres in Montpellier, Marseille, Lyon and Paris.Netflix_image_2.jpg

To get the ‘face-swap’ to work, participants had to stand in a specific spot next to the character on the poster and take a selfie using the Snapchat app. The app then instantly ‘swapped their face’ with the likes of Kevin Spacey's Francis Underwood, Ellie Kemper's Kimmy Schmidt and Wagner Moura's Pablo Escobar.  

Netflix encouraged people to share their selfies using #NetflixSwap. The campaign attracted interaction from youngsters across France and in just one week, over 60,000 face-swap selfies were taken and shared.

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Similar to LEGO’s Star Wars selfie campaign is another great example of a brand integrating social media into an experiential campaign.

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