The idea was to create a poll that would serve as a warning to all the spoilers on social media. The poll was designed to show them how many Netflix viewers believed death was an appropriate punishment for spoiling. But this is Netflix, so we couldn’t just do a traditional poll, we had to do it as only Netflix could.

We used analytics to find out what type of shows spoilers loved most. This inspired our creative approach to create a scene that looked like a new Netflix series. The intense scene showed someone spoiling a show for someone else and gave viewers the choice: should the spoiler live or die? Spoilers were ultimately left with a single live stat, 73% of viewers would cover you in honey and throw you into a pit of rats for spoiling their Netflix show.

We use Facebook Dark post to engage with our audience, and launch the campaign on October 30th. Indeed, November/December are the biggest moment of conversation around spoiling, so we wanted to make sure we will warn our Spoiler at the right moment.

Of the 1M people we targeted, 75% of them have clicked on the Facebook dark post to see the content. 83% of people who watched the film took part in the poll (compared to an industry average of just 10%). And we learned that 73% of the viewers would cover you in honey and throw you into a pit of rats for spoiling their Netflix show