THE VIDEO EFFECT: “Social Trailers”
“In mixology, the secret of making a good cocktail is knowing how to mix the best ingredients to find flavors and nuances that you weren’t aware of. ‘Social Trailers’ represents one of the best, brilliant, and simple examples on how to apply such a mix to advertising. The comments from fans empowered the brand by creating relevant content. The fans’ interpretation of the trailers, using beautiful pieces of animation, generated a deep engagement with the brand. This is data-based creativity as its best.”
To make Netflix’s new releases a must-see across Latin America and Brazil, Netflix used social media to disrupt the traditional advertising construct that aims to make every movie and TV show a must-see: the trailer. Based on the premise that trailers are not trustworthy—but friends are—Netflix asked its vast social network for their opinions of movies, and then produced new, animated trailers inspired by more than 9,000 of these authentic voices. One commenter said “[The Wolf of Wall Street] is pure madness! Parties, women, drugs, sex, and more parties!” Another: “Mad Men is a catalogue of modern furniture.” The resulting refreshingly honest trailers, enabled and distributed by digital media, successfully attracted audiences to the target content. The promoted titles led the Netflix most-watched rankings for weeks.
Select Success Metrics
- Fans made 36,000 comments about the new trailers
- The trailers generated 683,216 views and 38,000 likes