Megan Hanney@meganhanney

Skillshare: Crash Course in Digital Strategy Friday, 21 June 13

Friday, 21 June 13

Due to broadband availability, TV viewership is going down, while streaming content has become the most

convenient way to ‘watch your stories’.Friday, 21 June 13

Netflix has invested hundreds of millions of dollars in original series—House of Cards,Hemlock Grove, Arrested Development, Orange Is the New Black, a Ricky Gervais show called Derek, and Turbo: F.A.S.T., a kids show co-produced with DreamWorks Animation

“We think of the technology as a vehicle for creating a better, more modern experience for the content we have,” says Chief Executive Officer Reed Hastings. “What we’re really competing for quite broadly is people’s time.”

Friday, 21 June 13

The uptake of ‘binge watching’

Even the latest update of Netflix includes the phrase ‘binge-watching in the description

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Friday, 21 June 13

Insight #1

How consumers view TV: Watching content online and watching an more content in a shorter space of time is becoming increasingly common.

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what is up with all the werewolves these days?

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about Hemlock grove

Staring European and Australian talent

Directed by Eli Roth (Known for his Gore-

teamed movies) eg: Hostel

Season 2 Launching July 2013

All episodes available in one hit.

Other Werewolf/vampire series: True Blood, Supernatural, Being Human, Vampire Diaries, Grimm,

Teen Wolf...You could say its a trend.

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“There are certain expectations when horror master Eli Roth puts his name on a project, chief among them: gore.”(Cassandra Szklarski, The Canadian Press Apr 16, 2013 04:31:19 PM)

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“Of course, there’s a reason the impossibly attractive “Twilight” creatures appeal to large — mostly female — audiences.” Eli Roth

“But when they grow out of that phase, they’ll be looking for something else,” he suggests.“They’re going to want to see stories with similar themes — not just werewolves and vampires, all kinds of monsters. But really, you know, done in a much more adult way. Those kids are going to grow up and they’re going to want something that’s much harder.”

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Insight #2

Gore/scary topics are a trending topics for TV/Movies

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According to Quantcast, Hulu visitors are mainly 18-24, whereas, Netflix visitors are mainly 25-54. ->A potential

growth area for Netflix and Hemlock Grove is the demographic taken by hulu.

Hemlock Grove makes the perfect catalyst for a new audience to sign

up to Netflix

Insight #3

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So their Next step?,

World domination: In its first quarter earnings report, issued Monday 6th of May, Netflix said:

“Given our expected return to global profitability in Q2, and how well we've been received in the UK, we've decided to open an additional attractive European market in Q4 of this year. Assuming continued success, and additional markets we can enter with confidence, we expect to roughly match the roll-out of new markets to global profitability for the foreseeable future.”

Netflix knows that their audience is Global

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Netflix starting to promote Arrested Development in London

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Netflix top subscription cities: LA/NYC/Toronto/Chicago/SF

and London

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Insight # 4

Target Major European Cities.eg: London, Paris, Berlin.

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Problem

Low awareness of Hemlock Grove as an original series on Netflix.

ObjectiveIntroduce people to Hemlock Grove and increase subscriptions to Netflix by 30% YOY.

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Timeframe

Budget

Increase subscriptions of Netflix by 15% overall by September 2013 and Increase subscriptions of Netflix in Europe by 30% by December.

800,000 pounds

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Data Insights

Common search terms are ‘netflix movies’ (not tv)

People tweet what they are watching on

Netflix

more commonly watched on PS3’s than any other

device

Hemlock grove is currently ranked a 7.1 on IMBD

Hemlock grove ranks very highly on Getglued with checkins (streaming for free is high)

Netflix accounts for 1/3 of US internet traffic.

Mainly LA/NYC/Toronto/Chicago/SF and London

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Current consumer profile

• 56% Female

• age: 25-44

• 56% no kids

• household income of 100-150k

• graduate/post graduate educated

• Mainly in Major cities: LA/NYC/Toronto/Chicago/SF/London

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Target women18-34 who live in London/Prague/Berlin/Rome/Madrid and other major cities across Europe.

The strategyby targeting women in the age group, statistics say 85% there is a likely to watch with a friend or boyfriends of a similar demographic

Friday, 21 June 13

IDEA

Movie theatres set up to premier (in the top cities simultaneously) all in one big binge. (but how does this translate to Netflix subscriptions)

Tickets can be won by subscribing to Netflix in the month prior to the launch of season 2.

Each episode is slightly under an hour x 13 episodes = 13 hours. Overnight slumber party at the theatres.

Major Prize being a screening in Eli Roths’ Goreatorium in Las Vegas

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#NOTFORKIDS CAMPAIGN

Real interactive experience when you see all 13 hours in the theatre with other fans all dressed up.

They will think it is just a huge sleep over with people wearing pyjamas and bringing blankets.

But when the gore-y parts start happening the audience will be surprised by some of their fellow viewers jumping up to scare the fellow patrons.

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#NOTFORKIDS

These people who are jumping up to scare the audience then take photos and post on facebook/twitter/tumblr for the rest of the audiences across the globe to see and share their favourites.

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Awareness Consideration Purchase

Communications frameworkCurrent Consumer behaviour

Desired behaviourSign up for Netflix

FacebookYoutube

TwitterPintrest

IMBD

Ask FriendsYoutube trailers

Microsite

Movie trailers Reddit

Tumblr

Creative messaging: Win a chance to go to the premier in Las Vegas or in your home city to watch all at once

Media Media Media

Horror blogs Getglued

Creative messaging: Not for kids. Creative messaging: Netflix is the only place to binge-watch Hemlock grove.

Reasons to believe: Competition.Also a great chance to promote smaller screenings.

Reasons to believe: Themes in Hemlock Grove of sex, drugs, violence and bad language.

Reasons to believe: Themes in Hemlock Grove of sex, drugs, violence and bad language.

MicrositeNetflixEli Roth websiteGoretorium site

YoutubeIMBDHorror BlogsEli Roth hosted Reddit

YoutubeFacebook adsNetflix adsBanner ads

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KPI’s

Retention

Purchase

Preference

Consideration

Awareness

20,000 Facebook likes2,000 new Twitter followers

1.5 million visitors to the Hemlock Grove website

200,000 trial sign ups for Netflix

Netflix subscriptions up 30% YOY

keeping or higher a 7.2 star rating on IMBD,

2 million impressions to target market (facebook/twitter)

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Digital ecosystem

Overnight screening (also helps spread

awareness to others who didn’t sign up before the launch)

Social Media: Facebook/twitter/instagramGoogle search and banner ads

Awareness

ConsiderationYoutube trailersHorror bloggersReddit with Eli Roth

Youtube ads

TumblrGetGlued

Purchase

Netflix sign up competitionHemlock Grove MicrositeGoreatorium Microsite

Friday, 21 June 13

BudgetBanner ads 50,000 poundsFacebook 40,000 poundsTwitter 20,000 poundsCompetition 500,000 poundsReddit with Eli Roth 10,000 poundsYoutube 100,000 poundsNetflix ads 30,000 poundsHorror Blogs outreach 60,000 poundsTotal 740,000 pounds

Friday, 21 June 13

@meganhanney

Friday, 21 June 13