Despite its aura, Netflix is a brand that must constantly engage an audience, which has more and more choices to entertain itself. The key to emerge lies in the conversations generated on social media, launch after launch.

6 Underground, Netflix biggest blockbuster ever (directed by Michael Bay, starring Ryan Reynolds), belongs to a genre (pop-corn movies) that everyone watches but no one talks about on social media.

So how do you get everyone to talk about a film that, usually, no one would talk about?

"6 Underground" is the quintessence of Bayhem: explosions, stars, action and ... explosions. It's the ultimate popcorn movie ever made. To generate interest in this new movie, we created a campaign that pays tribute to the explosive art of Michael Bay. An art that made his movies so popular.

We created Boom Popcorn, the most explosive popcorn for the most explosive movie. A popcorn made from an explosion and that everyone in France was able to receive at home, for the launch date, by ordering it for free by calling... Netflix. Because even at home, everyone deserves the best Bayhem experience possible.

1. Awareness: for a week, we aired a TVC promoting Netflix explosive experience, and showcasing Boom Popcorn phone number. Indeed, in this TVC, a popcorn truck simply explodes and a man from Boom Popcorn starts his delivery with his scooter. We partnered with football stars and famous YouTubers to strengthen the visibility of the campaign.

2. Engagement: we benefited from @NetflixFR huge Twitter audience by “leaking” the phone number. Twitter turned crazy. Everyone was talking about Boom Popcorn and its voicemail. This also generated a lots of PR.

A week before the release, we asked French people to call the Netflix number (a number specially created for the occasion). When they called, they were connected to the Boom Popcorn voicemail, which indicated that a text message would be sent to them to collect the delivery details.

Quickly, the campaign became a phenomenon, everyone wanted their Boom Popcorn, even outside of France (a special delivery was even organized at the Belgian border to satisfy the expectations of our beloved neighbors).

The campaign was a huge success for Netflix France (over 300,000 people called the Boom Popcorn number). In addition to the media buy (TV), the integrated campaign generated over 50,000,000 organic impressions.

Engagement

• 300,000 people called the Boom Popcorn number

• Twitter: +10K organic tweets

• Facebook: +6K reactions & comments

Awareness

• Partnership with Lollywood (YouTube & ecosystem): 5M cumulative organic views

• Partnership with soccer players : 5M cumulative reach

• PR : +20 articles

In total, the campaign generated 50,000,000 organic impressions

And by the way... after this campaign, "6 Underground" simply became the most watched movie of the year on Netflix France, attracting new users to the platform. BOOM