This work was brave for many reasons. We created a unique brand experience using our competence channels and also partnering with the competence. The experience was an upgrade for the streamers content, making their entertainment proposal more valuable and creating a totally new genre: a live-movie.

We demonstrate that you can reach and be loved by gamers if you manage to speak their language. But also you can be innovative and create a meaningful activation for them, merging the film industry with the gaming codes.

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, formed essentially by young people, from 10 to 35 years old. This target spends most of their time watching their favorite streamers. A total different audiovisual language. 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. We wanted to make them understand we can speak their language and create relevant content for them.

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. And a total surprise for Ibai's followers. We made it look like like a normal unboxing, letting Ibai create the hype through his social channels before the experience, without making any spoiler. 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, after the live event was finished.The gaming community did the rest, creating organic video-reactions and posting about it. The whole campaign ran for almost a month through Ibai's social channels and Netflix/PlayStation channels.

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.