“It was really hard to cull down to just 10 of our titles, and then when you think about the different creatives in it,” Lee said. “We are blessed with a very wide variety of things to choose from, but it all has to hang together.”
To make it all work, Netflix brought in a variety of partners for the campaign, including its internal brand studio, Wieden+Kennedy Portland, Los York Studio, Prettybird, Electric Theatre Collective, and ExtraCredit.
Fifty custom illustrated tarot cards, each representing a global title, served as the creative anchor for the campaign, including in physical and digital activations where fans could choose their own futures from Netflix’s slate of stories.
The executions included out-of-home (OOH) in major cities such as L.A. and New York; digital takeovers with TikTok TopView, a YouTube Masthead, and Spotify mobile; and commercials airing during various live events, including a teaser in Netflix’s NFL Christmas Day games and upcoming TV spots in SNL episodes hosted by Teyana Taylor and Stranger Things star Finn Wolfhard.
The tarot theme got even more personalized with in-person activations.
On Jan. 12-13, Netflix hosted an immersive activation in New York City at Grand Central Terminal, where an animatronic Teyana Taylor gave readings in a 12-foot Tarot Booth, which gained further publicity online with the help of creators such as Kevin Li, Erika Priscilla, and Gabrielle Chase.
Various in-person activations also extend globally in multiple markets, ranging from an interactive tarot tour in Spain to a specialized WhatsApp bot in Brazil that predicted fans’ viewing future. Meanwhile, global press events are planned through Feb. 17 in locations including Italy, Spain, DACH, Poland, Romania, Mexico, Indonesia, South Korea, Japan, Taiwan, Thailand, the Philippines, Australia, and India.
