CAMPAIGN: Netflix FYSEE
CLIENT: Netflix
AGENCY: Sparks
“For Your Consideration” (FYC) campaigns are a significant part of the Emmy season. They are marketing efforts undertaken by television studios, networks, and producers to promote their shows, episodes, and talent to the Television Academy (Guild) voting members for Emmy Award nominations and wins. FYC campaigns include a range of promotional activities intended to keep the show and its talent top of mind among voters.
The goal was to create a memorable, unique experience that appealed to the Guild members, garnered public interest, and increased viewership for Netflix’s Emmy-contending shows.
By leaning into the power of creative storytelling, Sparks transformed Netflix’s FYSEE into an eye-catching exhibition in Los Angeles at the all new venue Red Studios, from May 5 -26. Guests at FYSEE were immersed in stunning interactive installations that followed the storylines of Netflix’s newest programming, in addition to a series of screenings and panels hosted by the streamer’s creators and stars, and fun promotional opportunities. A multi-faceted activation strategy brought the ‘Emotional Engagement through Immersion’ concept to life, combining immersive physical installations with cutting-edge technology.
Netflix Results
Each show had its dedicated space, transformed into a vivid, interactive world. For instance:
- The entrance was adorned with a grand red carpet and a large-scale Netflix “N” sculpture, creating a visually striking and brand-centric first impression.
- ‘Wednesday’: Featured a ‘split personality’ bar centered around the iconic Wednesday Hearse, complete with a ‘Snap Twice’ interactive that unveiled hidden surprises.
- ‘The Crown’: Attendees experienced the sensation of being chased by paparazzi, with sensor-activated camera flashes leading to personalized tabloid covers.
- ‘Beef’: Included a Rage-O-Meter, where guests could physically express their emotions, mirroring the show’s intensity.
- In the ‘Entergalactic’ area, guests used leap motion controllers to manipulate cosmic content from the show with hand gestures, creating a collaborative visual landscape.
- Zones like the Parisian café from ‘Emily in Paris’ and the futuristic ‘Entergalactic’ bar offered thematic food and drinks, enhancing the sensory experience.
Consumer Engagement :
- After the official voter-focused events, the space was opened to consumers, allowing fans to experience the magic and share it on their social platforms.
- Leveraged hashtags and live-streams of the events to create online buzz and engage a broader audience.
- 450+ Television Academy members interacted with the experience daily leading up to the Emmy nominations. In total, more than 5,000 guests experienced the installation.
Results were measured in Emmy nominations and wins including:
Beef 8 wins / 13 nominations; The Crown 6 nominations; Entergalactic 1 win / 2 nominations; Emily in Paris 3 nominations; Queen Charlotte 1 win / 3 nominations; Cabinet of Curiosity 1 win / 7 nominations.
