ozark season three campaign concept.
brief: you are to generate a campaign to promote a netflix show of your choice to a demographic of your choosing. the campaign must extend existing brand presence and include netflix the brand. launch a campaign across existing platforms, digital interfaces, and ooh.
all research, concepts, and executions by this is caty.
final executions.
“They’re All in, Are You?”
Ozark Season Three Brand Activation at SXSW 2020 Breakdown.
SWSW 2020 runs from March 13-22, 2020.
Ozark season 3 releases March 27 2020.
Will be a SXSW official event. Badge holders will get in for free and have a free drink voucher. Non-badge holders?
Netflix will transform a bar on 6th Street in Austin Texas during SXSW into the Byrde’s “riverboat” casino.
Attendees will arrive to the casino and sign in on an iPad. They will receive a wristband that has 100,000$ on it. The goal is to go around to all the stations and games to “clean” all their money. They have been hired under Marty Byrde and are under the watch of the Mexican Drug Cartel.
Instagramable moments.
When completed, you receive an email with an instagram story filter download “I’m in, are you?” and a pre-filled tweet, and receive access to an early screening of season 3, episode 1 during SXSW.
Research.
Strategy.
To create an environment where existing viewers and new viewers are immersed in an interactive experience that engulfs them into the plot of Ozark season 3.
Creating an emotional connection with the story, exclusivity by the VIP premiere showing, and social media impressions.
Utilizing SXSW as a platform to host a brand activation.
What Will Produce this Response.
I have researched Ozark and SXSW and found that their target audiences are very similar in demographic and psychographic findings. Based on the commonalities between these two target markets, an interactive, experience based activation leading to an exclusive event will cause attendees excitement about Ozark as well as an emotional connection to the brand.
Key Response.
Ultimately conversions to watch the show.
People to connect an experience they have had with the TV show.
Social media impressions.
Tagline.
They’re All In, Are You?
Existing season one and season two visuals.
Target market research.
Ozark.
Target persons for Ozark chosen from the Mosaic consumer classification handbook.
SXSW attendee statistics.
Statistics pulled from SXSW 2019 attendees.
SXSW attendee age.
Statistics pulled from SXSW 2019 attendees.