2. “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
7. THE LANDSCAPE IS CHANGING…
TRADITIONAL TV ON DEMAND TV
WHAT WE WANT YOU TO WATCH WHAT YOU WANT
WHEN WE WANT YOU TO WATCH IT WHEN YOU WANT IT
THE RESULT: We are more in control of our viewing habits than we use to be
15. CULT HORROR FANS
Frank, 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 SITES
Creative Commons Flickr by gaudiramone
Target horror fans, using Hemlock Grove to hook them into becoming Netflix subscribers.
The 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.
Hemlock Grove on Netflix is the world’s longest ever horror fest.
Reasons To Believe
No 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
Creative Commons Flickr by Seyed Mostafa Zamani
Creative Commons Flickr by monophonic.grrrl
19. NOT BY THE RUN OF THE MILL TV HORROR
PROMOTION: VAMPIRE YOURSELF FB APPS, GET GLUE
CHECK-INS, AND „LIKE‟ THIS CAMPAIGNS.
20. BUT BY CREATING AN UNDERGROUND, VIRAL CAMPAIGN, THAT
BUILDS SUSPENSE AND INTRIGUE AMONGST AUDIENCE.
Creative Commons Flickr by derrickT
Adwords buy for horror, shows TWITTER
similar to, Netflix, all directing to Target people tweeting about similar
Hemlock Grove microsite. horror shows to Hemlock Grove.
BANNERS SOCIAL BOOKMARKING
On news sites and top horror blog Buzzfeed, StumbleUpon, & Reddit
sites directing to Hemlock Grove ads directing to microsite.
Standard ads directing to Hemlock
Grove microsite, page posts
directing to microsite, and
sponsored stories for new post and
Placed on IMDB similar TV show
Influencer outreach to popular horror
Pointed at favourable earned media
Google remarketing with tags
originating on microsite.
Adwords buy for competitive shows,
horror, and similar to, directing back
Today = 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