On launch day, Troye started to tweet hints asking fans if they would be interested in watching Netflix with him. Live. His next tweet then asked Aussies and Kiwis to get involved, helping to encourage mass signups to Netflix. At 7pm LA time Troye tweeted he would be watching the brand new Netflix Original series, Unbreakable Kimmy Schmidt at 8pm LA time.

At 8pm Troye watched the show while interacting with fans in real time utilising the hashtag #TroyeWatchesKimmySchmidt. The official Kimmy Schmidt Twitter account, the show’s actors, major internet celebrities and over 100,000 people all joined the conversation.

#TroyeWatchesKimmySchmidt trended worldwide, reaching over 108 Million people and Netflix.com saw an enormous spike in traffic during this activity to Australia (400% increase receiving nearly half a million page views), outperforming all competitors, some of whom had just launched high budget ATL marketing campaigns.

(The Netflix launch was 100% digital)

There were over 161,000 active engagements (retweets, favourites, comments) inside Twitter alone in one hour.

This activity got new users signing up, discovering its catalogue and user experience. The real time aspect of watching along with Troye helped drive awareness of the platform’s watch anywhere, anytime, multi-device capabilities and helped Netflix to an extremely successful launch.