HOW WE HELPED REALITY ON NETFLIX BECOME A REALITY ON MOBILE
Marketing Campaigns
NETFLIX'S MOST BELOVED REALITY SHOWS WERE GOING FROM SCREEN TO STORIES.
At long last, fans no longer had to watch their favorite shows passively. Reality was becoming a reality.
To build momentum for the new Netflix Stories mobile narrative game platform, we knew we had to focus on each of its fan-favorite IPs:
Emily in Paris. Too Hot to Handle. Selling Sunset. Outer Banks. The Ultimatum. Love is Blind: NYC.
Each brought their own fanbase, but together, they also began to form a community that eventized each subsequent text-based game’s release. Working with Netflix, we set out to drive buzz and installs, all while super-serving the unique storytelling of these beloved IPs, with a focus on the following goals:
- 1) Convert viewers to players in compelling launch trailers and content that mirrored the tone of each IP
- 2) Optimize all assets for mobile that elevated and emphasized gameplay with punch cutdowns tailored to app stores
- 3) Scale creative that was adapted across TikTok, IG, YouTube, and Netflix’s blog with custom vertical and horizontal formats following Netflix’s AV finishing process
- 4) From influencer-led stunts to live-action assets, blend show and in-game creative to create high-performing, social-first assets
Client Netflix Games
Project Netflix Games: Emily in Paris, Too Hot to Handle, Selling Sunset, Outer Banks, The Ultimatum, Love is Blind: NYC (Netflix Stories)
What We Did
- Strategy + Ideation
- Campaign + Engagement
- Gameplay Trailers
- Live-Action Spots
- Social Content
- Influencers
EMILY IN PARIS
Ah, the city of love! As Emily sought out romance in Paris, we created an engaging trailer that captured the whimsical tone, fashion forward style, and romantic intrigue of the hit series, while showing gameplay and story options with fun visuals and key art.
Launch Trailer
Our playful and romantic trailer used bold motion graphics and snappy pacing to highlight player choices while embracing the game and show narrative, capturing the fun of choosing your own adventure in Paris.
TOO HOT TO HANDLE 3
To ramp up excitement for the third installment of Too Hot to Handle, our campaign got a little playful, over-the-top, and even seductive. Centered around Chloe Veitch, the show's signature star, our creative encouraged players to live out their own fantasies while experiencing the game as a playable extension of the Netflix reality universe.
Bad Lana
At launch, we shot and edited a spot to surprise and delight fans of the show: a witty showdown between "Bad Lana" and Chloe. Through a streamlined live shoot, some devilish visual effects, and plenty of punchy (and humorous) banter, this blend of live action footage with gameplay introduced players to the game's drama and choices.
Lana Vision
As momentum grew, we released a supplemental pre-registration asset featuring Chloe, as she reacted to gameplay in real-time, highlighting the drama, tension, and chaos players could expect after launch.
What a Bombshell!
To round out the Pre-Registration campaign, we created a final trailer beat that mirrored key "bombshell" moments from the show with similar dramatic in-game footage, teasing the idea of living out your experience on the show via the game.
SELLING SUNSET
Welcome to The Oppenheim Group! For the Selling Sunset game, we channeled our inner-agents, amplifying the high drama, luxury real estate, and interpersonal conflict of the game into an addictive, stylish game trailer experience where players can be the boss.
Launch Trailer
In the launch trailer, we rallied behind the game's mechanics and setting, building tension through fast-paced edits that raced players through coveted neighborhoods — all while showcasing how the show's signature choices and authenticity awaited them at the gamified office.
OUTER BANKS
Outer Banks embodies the thrill, mystery, and daring of teen rebellion. To capture the essence of the show in game form, we created a narrative trailer with an episode teaser feel, with an interactive twist.
Launch Trailer
Rallying around the game's treasure hunting, danger, friendship, and betrayal, our trailer also tapped into what fans love best: the show's sun-soaked visuals and coastal vibes. Channeling the IP's voice and leveraging its popular characters, viewers were pulled into the playable mystery that awaited on mobile.
THE ULTIMATUM
For The Ultimatum: Choices, we built a 360 campaign that blended live action and gameplay with stylized trailers, social moments, and illustrated assets, all designed to amplify drama and curiosity amongst fans of the show and daily gamers. It left our new and target audience with one ultimate question: will you marry or move on?
Burnaway Cake for Pre-Reg
Nothing says love like a wedding cake! To capture attention and ignite curiosity, we partnered with baking influencer @CakesByNams to create a feed-stopping burnaway cake that revealed the playable characters and couples. Shared on Instagram, the moment tapped into a large subset of our audience that also loves food and baking content on social.
Launch Trailer
We teamed up with the ever-popular Netflix host Chloe Veitch to shoot a buzz-worthy launch trailer that featured her interacting (and broadcasting from!) inside in-game footage, briefing fans in her signature witty tone on the game's features, including character customization, choices, and settings.
Wedding Invitations
For a sustain asset, we once again teamed with Chloe, in an organic, self-shot asset. On TikTok, she helped us introduce the cast of playable characters to fans in a beat that leveraged wedding invitation-styled illustrations. With each visual, Chloe added her commentary while teasing the couples' stories.
LOVE IS BLIND: NYC
As one of Netflix's most popular shows, bringing Love Is Blind to mobile was a team-wide "I do!" We hopped straight from the show's altar to amplifying the game's narrative with a trailer that extolled the IP's DNA: drama, unpredictability, and, of course, more drama!
Launch Trailer
With access to the show's set, we developed a hybrid asset, combining real footage from the iconic pods with in-game assets and story prompts, blurring the lines between show and gameplay, and creating a natural lane for fans of Netflix TV's Love is Blind universe to come play Netflix Stories.
A/V Finishing
As the shows were reimagined into games, the production process to support games also was reimagined to step into Netflix's broader A/V pipeline and processes. Our team helped Netflix and its production teams spearhead a new A/V finishing process for these campaigns, refining and updating processes to ensure game trailers were finished with the same best-in-class finishing procedures as their film and television trailers, ensuring turnkey global localization, distribution, and install into the app for promotion on-prodcut.
