1. NETFLIX
DIGITAL STRATEGY PROMOTING HEMLOCK GROVE
SKILLSHARE ASSIGNMENT
CRASH COURSE IN DIGITAL STRATEGY BY JULIAN COLE
@MATTBUTLER07 #DIGISTRAT
1

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
2

3. OUR ROOTS
— Creative Commons Flickr by reid
3

4. We have moved from "The Tube", to HBO, DVD, Satellite, Blu-ray and now smart
TVs.
4
Creative Commons Flickr by Medhi

5. Then the internet came
along and busted the
chains that bound us to
our cable boxes.
5
Creative Commons Flickr by x-ray delta one

6. NETFLIX CAME ALONG AND NOW, WAITING, IS DEAD
6

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
7

8. NETFLIX’S PLAN…
8

9. Release ORIGINAL content made by the hottest writers, directors and producers,
releasing the whole series at once
9
Creative Commons Flickr by Martin Howard

10. Netflix‟s first ORIGINAL
series, House of Cards,
has already been deemed
a great success
10
Creative Commons Flickr by Martin Howard

11. AND NETFLIX WANTS HEMLOCK GROVE TO BE THE SAME…
11

12. PROBLEM…
Hardly anybody knows about Hemlock Grove and its release on April 19th 2013
12
Creative Commons Flickr by aturka

13. Comms Priority Increase awareness of Hemlock Grove amongst horror fans
Acquire 595,000 new subscribers
Budget $150,000
Timing by June 2013
13

14. WHO ARE WE
TALKING TO?
14

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
fc.com
fearnet.com
cinemassacre.com
horror-movies.ca
cinemassacre.com
shocktillyoudrop.com
scaryforkids.com
horror-movies.ca
shelf-life.ew.com
aintitcool.com
15
Creative Commons Flickr by gaudiramone

16. PROPOSITION
16

17. Strategy
Target horror fans, using Hemlock Grove to hook them into becoming Netflix subscribers.
Insight
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.
Proposition
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
want.
17
Creative Commons Flickr by Seyed Mostafa Zamani

18. HOW
—
18
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.
19

20. BUT BY CREATING AN UNDERGROUND, VIRAL CAMPAIGN, THAT
BUILDS SUSPENSE AND INTRIGUE AMONGST AUDIENCE.
20

21. IDEA
—
THE IDEA
21
Creative Commons Flickr by derrickT

22. #WBHC
THE WORLD’S
BIGGEST HORROR
CHALLENGE…
22

23. TO WATCH 13 HOURS
OF HEMLOCK GROVE IN
ONE SITTING
23

24. YOU THINK YOU’RE
BRAVE ENOUGH?
24

25. NETFLIX DARES YOU…
25

26. 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…
26

27. THROUGHOUT THE WHOLE EXPERIENCE, YOU CAN SEE WHO‟S MADE
IT AS FAR AS YOU…
2000
people
have made
it to
episode 10
27

28. 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
28

29. AND FOR THOSE THAT MAKE IT TO
EPISODE 13…
29

30. RECEIVE A VINE
HORROR FILM MADE
FOR YOU BY ELI ROTH
30

31. EXECUTING
THE IDEA
31
Creative Commons Flickr by The Wandering Angel

32. COMMUNICATIONS FRAMEWORK
32

33. DIGITAL ECOSYSTEM
33

34. AWARENESS
SEARCH
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.
microsite.
FACEBOOK ADS
Standard ads directing to Hemlock
Grove microsite, page posts
directing to microsite, and
sponsored stories for new post and
page links.
34

35. CONSIDERATION
BANNERS
Placed on IMDB similar TV show
pages.
EARNED MEDIA
Influencer outreach to popular horror
bloggers.
SOCIAL ADS
Pointed at favourable earned media
coverage.
35

36. BUYING
REMARKETING
Google remarketing with tags
originating on microsite.
SEARCH
Adwords buy for competitive shows,
horror, and similar to, directing back
to microsite.
36

37. 37

38. 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
38

39. TIMINGS
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
39

40. THANK YOU
—
QUESTIONS @MATTBUTLER07
40