With Chris Rock’s first special in over 10 years set to launch on Valentine’s day, Netflix and Battery teamed up to develop a campaign to build hype around Chris’ much-anticipated return to comedy.
First, we looked to gain buzz amongst the Netflix community with a cryptic teaser film airing during Saturday Night Live. Our film looked to play into the name of Chris’ special “Tamborine” which has a much deeper meaning than just the title of the special but also serves as a punch line to some of the subject matter featured in the special.
Next, cryptic billboards popped up in NYC, and LA featuring a tambourine with the question of “Will you play?” spurring consumers to question what they were being promoted to do. We looked to use traditional media in a very non-traditional way to get our audience’s attention.
We looked to keep building on the chatter by leveraging Netflix social channels slowly releasing cryptic social posts featuring Netflix original characters interacting with Tambourines.
Finally, we launched our reveal film through Chris Rock and Netflix’s social channels bringing clarity to the cryptic question we looked to put into the world, by announcing the special was set to air during Valentine’s day.