Tudum is Netflix’s global fan event held each year to show current and potential subscribers the must-see slate of series and films coming in the next year. What began as a localized São Paulo event in 2020 transitioned into a recurring global virtual event in 2021 and 2022. For 2023, we wanted to come out of Covid restrictions with a first-of-its-kind, live international fan event that would both excite the client’s existing subscription base and entice new customers. The goal was to create the most unique in-person show film and TV fans had ever attended that would also work well as a livestream—and what better place to do that than the place that started it all: São Paulo. To do that, we took the foundation of our previous digital Tudum events and worked

How do you bring the energy of a live outdoor concert to the world of streaming? How do you feed into the fan culture and community while drawing in new fans all around the world? How do you create deafening global buzz around your titles while creating a memorable experience for thousands of attendees? These were the questions we wanted to answer with our creative idea, and the answer was to bring as much glitz, technology and star power as possible to São Paulo so that we could make a statement about the international reach of Netflix, as well as its commitment to its fanbase. The event would be held outdoors with a huge stage and a massive LED wall to showcase content, with Netflix stars serving as hosts and guests giving interviews, thanking fans and teasing new content. There would be huge entrances, performances and even a hologram.

As a global fan event, Tudum provided the perfect opportunity for Netflix to generate excitement about upcoming releases, expand subscriber base and elevate the brand in a way that celebrates its fans while distinguishing the company from its competitors. Bringing 50+ talent to experience the fandom and culture of Brazil, resonated with the Netflix stars by offering them a unique and positive global entertainment experience. By livestreaming the show around the world from São Paulo, Netflix bolstered its reputation as an international streamer, while creating an unforgettable calling card in the form of a historic live experience. Existing members were reassured of Netflix’s slate strength and commitment to its fans, while potential subscribers were shown first hand why Netflix is one of the most exciting and daring streamers in the field. The event was able to capture the hearts of fans globally AND deepen the brand’s presence locally in Brazil.

We repurposed the interior venue stage in a unique way, by flipping the normal orientation from inside the venue, to face the outside park area, maximizing attendance in SãoPaulo’s Ibirapuera Park. When attendees arrived, the full stage wasn't visible until the show started, when the venue's rear door opened, revealing the LED scenic stage and the first on-stage talent Chris Hemsworth. In addition, the entire rear of the building itself was utilized as a massive projection content surface, seamlessly synced into the LED on stage. For even more wow factor, one-of-a-kind "Spotlight Drones" were custom-built to fly over the audience to spotlight talent as they entered the stage to deafening fanfare. Every setup, script, transition, reveal and performance was meticulously planned to ensure we stayed on schedule. Alongside the live show, fans had access to three days of immersive activations in convention format, fully bringing Netflix’s worlds to the fans.

The Tudum campaign far exceeded Netflix’s goals in raising the event’s profile and stature and driving viewers to the platform. In addition to the 11,000 audience members and the 25,000 who attended the three-day convention, there were 78 million views during the livestream, an increase of 86 percent. What began as a localized Brazilian event and digital global fan event was reborn as an innovative live fan experience created to maximize local fanfare and global reach. The Tudum events also catalyzed a huge conversation in social media, creating two global Twitter trends for #Tudum which reached #2, and #OnePiece which hit #1. Many titles and talent also trended, resulting in 21 regional trending topics. Tudum even went on to appear in The New York Times’ mini crossword and is now synonymous with Netflix fandom, having become the biggest global fan / brand event for the company.