"Unboxing Ibai" is a celebration of the new ways PR can make organic amplifications with a little help of new content creators for their audience. This campaign was the first live horror movie ever done, on Twitch. Netflix and PS5 created a content and produce in an innovative way and partnering with the Worldwide Streamer of the year in a complete new role: as an actor. Using his channels, language and code was key to spread the message in a totally organic way. The whole streamers community was surprised and created their own related content for their audience (70.7 millions)

The main entertainment industries are no longer fighting for subscriptions, but for audience's attention time.

Netflix is losing this battle against video games and streaming social networks among the young (8.5hrs vs 3hrs).

To be relevant to this target, generate talkability and demonstrate that Netflix original stories are at the next level, the brand decided to partner with its main competitor: Sony PlayStation. Taking advantage of the most anticipated launch by gamers: the new PS5 (Netflix app included). We joined Ibai, Worldwide Streamer of the Year, to hack the first Unboxing of the new PS5, on Amazon Twitch, the world's leading gaming platform.

What seemed to be a conventional streaming became the first live horror film ever produced, executed and broadcasted live. The internationally awarded horror filmmaker Jaume Balagueró, director of the famous [REC] Movies saga was in charge of the first live film direction and the original script. A total of 9 cameras, a production crew of 70 people and an amazing display of live special effects completed the experiment. In words of Balagueró, “this was absolutely innovative”.

This way, Netflix explores new forms of storytelling, demonstrating its innovation hunger, under the company's mantra: people want to enjoy quality entertainment, no matter what the screen is.

We wanted to reach the gaming community, age from 10 to 35 years old. To be relevant for them, we used their platforms (Twitch / Youtube), their narrative codes (Unboxing) and their heroes (Ibai Llanos, Worldwide streamer of the year), to demonstrate them Netflix is still the king of content.

To do so, we hacked the first PS5 Unboxing, one of the most expected worldwide event for this community. It was one single live streaming when everything happened. We made it appear like a very normal unboxing, letting Ibai create the hype through his social channels before the experience. After the Twitch event, Ibai himself made an edit from the streaming for Youtube. We also created a director's cut from the streaming to reach more and more social audience. It was the first entertainment experience created live on Twitch.

We used Ibai's social channels to create the hype around the first Unboxing of the PS5, but not spoiling anything (not even talking about Netflix). He posted on his social channels teaser communications to grab his audience attention to the D Day. Then, we made an unique Twitch live-streaming event that became the first live-horror movie. After the experience, Ibai, as usual, created a personal edition of the streaming for his YouTube channel.Also, he made a Twitch video-reaction. Netflix made a cinematographic Director's cut for Netflix/PlayStation Youtube Channels. The gaming community did the rest, with organic video-reactions for their personal channels, reaching an audience of more than 70 millions.

The most influential streamers around the globe went nuts, played the movie and reacted to it in their own channels, generating an accumulated audience of 70.7 million. The live movie was TT#1 in 3 countries (Spain, Argentina and Mexico), also TT#3 and TT#4 in Spain (the same day the covid vaccine was announced). Mentions to Netflix increased 137%. More than 30 million views and 1.2 Billion impressions. Total engagement: 52MM interactions. All with a 92% positive sentiment to Netflix.