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NETFLIXDIGITAL STRATEGY PROMOTING HEMLOCK GROVE

SKILLSHARE ASSIGNMENT

CRASH COURSE IN DIGITAL STRATEGY BY JULIAN COLE

@MATTBUTLER07 #DIGISTRAT

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“Hemlock Grove is unlike anything else in its genre. It’s sexy, gripping, emotional

and twisted, and we’re certain viewers are going to be captivated by its intensity.”

- Ted Sarandos, Chief Content Officer

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OUR ROOTS—

Creative Commons Flickr by reid

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—

We have moved from "The Tube", to HBO, DVD, Satellite, Blu-ray and now smart TVs.

Creative Commons Flickr by Medhi

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—

Then the internet came along and busted the chains that bound us to our cable boxes.

Creative Commons Flickr by x-ray delta one

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NETFLIX CAME ALONG AND NOW, WAITING, IS DEAD

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THE RESULT: We are more in control of our viewing habits than we use to be

TRADITIONAL TVWHAT WE WANT YOU TO WATCH

WHEN WE WANT YOU TO WATCH IT

ON DEMAND TVWHAT YOU WANT

WHEN YOU WANT IT

THE LANDSCAPE IS CHANGING…

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NETFLIX’S PLAN…

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—

Creative Commons Flickr by Martin Howard

Release ORIGINAL content made by the hottest writers, directors and producers, releasing the whole series at once

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—

Netflix’s first ORIGINAL series,

House of Cards, has already been deemed

a great success Creative Commons Flickr by Martin Howard

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AND NETFLIX WANTS HEMLOCK GROVE TO BE THE SAME…

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—

PROBLEM…Hardly anybody knows about Hemlock Grove and its release on April 19th 2013

Creative Commons Flickr by aturka

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Comms Priority Increase awareness of Hemlock Grove amongst horror fans

Acquire 595,000 new subscribers

Budget $150,000

Timing by June 2013

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WHO ARE WE TALKING TO?

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CULT HORROR FANSFrank, 25, NYC. Writer and freelance illustrator. Graphic novel and computer game fanatic.

Watched Buffy The Vampire Slayer and Ginger Snaps as a teenager.

Watched most horror TV series. Favourite so far is American Horror Story.

TOP HORROR SITESfc.comfearnet.comcinemassacre.comhorror-movies.cacinemassacre.comshocktillyoudrop.comscaryforkids.comhorror-movies.cashelf-life.ew.comaintitcool.com

Creative Commons Flickr by gaudiramone

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PROPOSITION

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—

Creative Commons Flickr by Seyed Mostafa Zamani

Strategy Target horror fans, using Hemlock Grove to hook them into becoming Netflix subscribers.

InsightThe thrill of being scared when watching TV horror shows is addictive. It’s such a pain when you have to wait for the next episode.

PropositionHemlock Grove on Netflix is the world’s longest ever horror fest.

Reasons To BelieveNo one has ever released a continual stream of high quality horror at once. Now horror fans, depending on how brave they are, can watch the 13 hour blood bath whenever they want.

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HOW —

Creative Commons Flickr by monophonic.grrrl

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NOT BY THE RUN OF THE MILL TV HORROR PROMOTION: VAMPIRE YOURSELF FB APPS, GET GLUE CHECK-INS, AND ‘LIKE’ THIS CAMPAIGNS.

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BUT BY CREATING AN UNDERGROUND, VIRAL CAMPAIGN, THAT

BUILDS SUSPENSE AND INTRIGUE AMONGST AUDIENCE.

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IDEA—

Creative Commons Flickr by derrickT

THE IDEA

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#WBHC

THE WORLD’S BIGGEST HORROR CHALLENGE…

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TO WATCH 13 HOURS OF HEMLOCK GROVE IN ONE SITTING

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YOU THINK YOU’RE BRAVE ENOUGH?

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NETFLIX DARES YOU…

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Those that accept and sign up to the challenge will be monitored by WEBCAM…

If you fall asleep, go out, or get too scared and turn off the TV, the Netflix team will know…

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2000 people have

made it to

episode 10

THROUGHOUT THE WHOLE EXPERIENCE, YOU CAN SEE WHO’S MADE IT AS FAR AS YOU…

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AND AT EVERY MAJOR STEP…

1 HOUR…3 HOURS…

6 HOURS…9 HOURS…

13 HOURS…

You’ll get a BADGE to share via Twitter or Facebook to prove how tough you really are

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AND FOR THOSE THAT MAKE IT TO EPISODE 13…

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RECEIVE A VINE HORROR FILM MADE FOR YOU BY ELI ROTH

3131Creative Commons Flickr by The Wandering Angel

EXECUTING THE IDEA

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COMMUNICATIONS FRAMEWORK

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DIGITAL ECOSYSTEM

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SEARCHAdwords buy for horror, shows

similar to, Netflix, all directing to Hemlock Grove microsite.

AWARENESS

BANNERSOn news sites and top horror blog sites directing to Hemlock Grove

microsite.

FACEBOOK ADSStandard ads directing to Hemlock

Grove microsite, page posts directing to microsite, and

sponsored stories for new post and page links.

TWITTERTarget people tweeting about similar

horror shows to Hemlock Grove.

SOCIAL BOOKMARKINGBuzzfeed, StumbleUpon, & Reddit

ads directing to microsite.

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BANNERSPlaced on IMDB similar TV show

pages.

CONSIDERATION

EARNED MEDIAInfluencer outreach to popular horror

bloggers.

SOCIAL ADSPointed at favourable earned media

coverage.

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REMARKETINGGoogle remarketing with tags

originating on microsite.

BUYING

SEARCHAdwords buy for competitive shows, horror, and similar to, directing back

to microsite.

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BUDGET

Microsite $50,000

Search $20,000

Banners $20,000

PR Blogger Outreach $10,000

FB ads and sponsored stories $20,000

YouTube Ads $30,000

Total Costs $150,000

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TIMINGSToday = Sign-off

March 2nd = Build Microsite

March 17th = Pre Campaign Measurement

March 18th = Account Setup

March 20th = Creative Development   April 5th = Blogger Outreach

April 12th = Campaign Launch

April 13th - 1st May = Ad Buy Post

May 4th = Campaign Measurement

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THANK YOU—QUESTIONS @MATTBUTLER07