HOW WE HELPED SHIFT NETFLIX FROM MUST-SEE TO MUST-PLAY
Marketing Campaigns
A TRIUMVIRATE OF TOP TITLES WERE MOBILIZING TO NETFLIX GAMES.
Nearly 25 years after it first began, Netflix was evolving again. But the launch of Netflix Games was about more than just mobile gaming — it was about doing what Netflix does best:
It was about bringing fans experiences they love.
Hades. Grand Theft Auto. Civilization.
These three beloved, highly-recognizable franchises were coming to Netflix Games — and we knew our campaigns needed to speak to core gamers and casual Netflix viewers alike.
Designed to educate, entertain, and activate fans across the Netflix ecosystem, we leaned into each game’s legacy across a few key objectives:
- 1) Build franchise-specific rollouts that honor gameplay and existing lore, while attracting casual fans across Netflix
- 2) Expand game worlds and leverage talent in playful, live-action shoots that infuse Netflix’s personality and humor
- 3) Harness creators and cultural moments to amplify campaigns, from niche influencers to memeable tenets of fandom
- 4) Publish high-end, high-volume social content, “always on” to reach all three games’ unique communities
Client Netflix Games
Project Hades, Civilization VI, Grand Theft Auto: The Trilogy — The Definitive Edition
What We Did
- Strategy + Ideation
- Campaign + Engagement
- Partnership Activation
- Live-Action Spot
- Copywriting
- Influencer Collabs
HIJACKING CARS (AND ATTENTION)
Across all of entertainment, there's nothing like Grand Theft Auto, and now the exhilaration of living (mostly) consequence-free was coming to handheld with The Definitive Edition.
Here are a few of the tactics that turned GTA's Most-Wanted into Netflix's Most-Downloaded.
A Can't-Miss Title
A centerpiece of Netflix Games' licensed launch strategy, the GTA trilogy brought years of gameplay and story to players on mobile. Our campaign leaned into this heritage with assets that were form-fitted for fans wherever they were: city video-boards, social newsfeeds, and everywhere in-between.
Barrage of Assets
From pre-registration assets to launch trailers to character vignettes, we developed a rap-sheet of video beats that captured moments from across the trilogy of games.
Book Your Getaway
Anyone heading to these iconic cities deserve a 5-Star welcome, and that’s exactly what we gave fans with our series of “travel ads” for each of the trilogy’s three locations. In travel agency-style videos, we invited fans to each city while blending the game’s signature, snarky tone with style and voice that matched traditional getaway ads.
Install and Onboarding
For Netflix subscribers, games like GTA are free. To help educate newcomers on how to find, install and access titles, we created a social toolkit, customizable for all games on a go-forward basis. These statics helped Netflix users quickly find their new content, improving conversion.
WELCOMING FANS BACK TO HELL
Roguelites can be hell to play — but for Hades, Hell is what keeps players tumbling back again. And again. And again.
With support from some of the Underworld’s finest and a multi-phased campaign, we helped welcome a whole new wave of fans to Hell with the launch of Hades on Netflix Games.
Infinite Zoom
The campaign kicked off with a fan-favorite "Infinite Zoom" video. This visually-captivating pre-registration social beat was littered in Easter eggs and references, sending fans hacking, slashing, and pinching through various each stage of the Underworld.
Hell of a Talent Day
Both in-studio and virtually, we hosted a fun and snappy Q&A with Darren Korb and Courtney Vineys, who voice Zagreus and Aphrodite / Dusa, respectfully. Our mythical guests also helped highlight some of the game's core features in a "Let's Play" promotional teaser with plenty of candid reactions to their many (many) untimely deaths.
Raining Hell on Social
Our fan-first social campaign packed a hell of a punch, whether breaking down gameplay in Return to Hell carousels, sparking chatter via meme-worthy Tier Lists, or arming players with tips and tricks in Boss Breakdowns and Core Slot 101 guides. And because niche, story-led content always drives engagement, we also let fans "tap" to pet Cerberus, the beloved dog in-game.
Post-Launch is the Pits (of Hell)
We shifted into sustain mode with interactive content build to keep players engaged and the game top of mind. Some highlights include a Hades lore-filled Pop Quiz, a Fan Art Showcase filled with UGC from the online community, and a WhatsApp/GIPHY Sticker Pack featuring fan-favorite characters.
A NEW ERA...ON MOBILE
Using familiar stories and unexpected creative arenas to spark discovery, we reintroduced Civ through the lens of Netflix and captured the attention of longtime fans while inviting new players to build and shape their own historical and strategic journeys.
Putting Civ On the Hex Map
We announced by partnering with three top fantasy cartographers to illustrate sections of an expansive Civ-inspired map. From the Pyramids of Giza to Machu Picchu, each artist added their take on iconic monuments and regions from the game, which we stitched together with gameplay. As a sustain beat, each cartographer shared BTS content which showed their process, tools and/or software, and inspiration.
Across the Ages (of Netflix)
Our launch trailer paired Civ gameplay with a trip through history as only Netflix could deliver, sailing across the eras with footage from period titles like Queen Cleopatra, Vikings: Valhalla, Marco Polo, Enola Holmes, and Einstein and the Bomb. The trailer cross-pollinated popular Netflix IPs with the game and positioned Civ as an expansive, worldbuilding experience.
Civ in 30 Seconds
Created specifically for app stores, this trailer focused entirely on gameplay to showcase compelling game mechanics to drive download and install.
