A Digital Strategy for Netflix + Hemlock Grove

Hemlock Grove + Netﬂix
a digital strategy

created by @melaniejﬂores

The way we watch television and
the content it offers has transformed
immensely over the years.

No longer do we have to gather around
the one black and white channel…

Gone are the days of struggling with the dial…

Watching shows from a VCR? What’s that?

There is a sea change happening, consumers are past
the idea of recording shows onto their DVR and fast-
forwarding through the commercials, and moving toward
inter-connected devices and streaming content.

This new way to watch content has introduced a new
behavior of marathon style viewing, or binge-watching.

We saw this first hand with the release of Netflix’s
House of Cards on February 1.

Within the first 12 days of House Of Cards being available,
• Ten percent of respondents said they had viewed
at least one episode
• The average viewer had watched a half-dozen episodes
• Nearly one in five—19.4 percent—had watched all 13

* According to a survey by Cowen research conducted week of 2/11/13 that polled 1,229 U.S. consumers, 346
of whom were Netflix customers and 223 of whom had access to a Netflix subscription.

In an effort to expand its new model of
exclusive content, Netﬂix is introducing a new
series, and in House of Cards fashion,
releasing all 13 episodes at once.

But wait, Netﬂix already has 33 million subscribers…

How do we promote Hemlock Grove AND gain new
Netﬂix subscribers?

…we gain new subscribers by promoting Hemlock Grove.

Hemlock Grove is the newest horror series that you
can’t miss. Created by Eli Roth, Hemlock Grove
pushes the envelope in its category and sucks
viewers in.

Did we mention it was created by Eli Roth?

Yes, Eli Roth.
Even Selena Gomez loves him.

Although Eli Roth has a substantial fan base, we still
have a problem: consumer awareness around
Hemlock Grove is considerably low.

By increasing awareness about Hemlock Grove, our
goal is to gain 150,000 new Netﬂix subscribers.

The timeframe is March – April 2013, with a budget
of $100,000.

Let’s start with our target audience.

Meet Ben. Ben is 23 and lives in Fresno, CA. He likes
to spend his free time online or playing Call of Duty and
Skyrim. As a result, he values a good sense of
community. He also enjoys watching movies and TV
shows that really get inside his head, and last
Halloween he & his friends took a trip to Vegas and
visited Eli Roth’s Goretorium.

Why doesn’t he have a Netﬂix subscription? Nothing
on it has caught his attention enough to sign up and
fork out the 8 bucks a month.

Ben’s media usage

The following statistics can help us understand Ben’s online
behavior and the way he interacts with digital media:

• The age group of 18-24 spend most of their time using PCs
for social networking out of all age groups
• Nearly a quarter use social media to comment on the
storyline while watching TV
• 41% of tablet owners and 38% of smartphone owners use
their device daily while watching TV

http://blog.nielsen.com/nielsenwire/social/2012/

Given everything we know, the one thing that
we want Ben to think is:

I need Netﬂix because
I can’t not watch Hemlock Grove!

How do we tell him that?

Current consumer behavior Desired behavior
Male horror fans 18 - 34 Subscribe to Netflix

Facebook
Word of mouth Netflix.com
Search Shocktillyoudrop.com
Video Games
Facebook
Twitter Cinemassacre.com

What can I binge watch? Awareness Consideration Purchase

Hemlock Grove, you can't watch it From the maker of Hostel comes Don't get left out of the Rewatch the cult classics. Never get
any other way. Netflix's new original series. conversation. binge-watching withdrawals.

Reason to believe: "It's novel for TV Reason to believe: Eli Roth is an Reason to believe: Debuts April 19. Reason to believe: Other Netflix
Reason
to have a beginning, middle and established, well liked director, Many viewers will watch the entire content will add value to your
end when you start out and we especially in horror. series that day, or over the purchase.
really embraced that. It's like a long "If I don't come home covered head weekend. Binge watch to your heart's
13-hour movie as opposed to to toe in fake blood then I haven't content.
episodic television." -Mark done my job as a horror director."
Verheiden, who exec produces -Roth
Hemlock Grove.

Media: Media: Media: Media:

Facebook Microsite Microsite Search
Twitter Banners on GDN Banners on GDN Remarketing
Search Rich media Rich Media
Social Ads

The Digital Ecosystem

What can I binge-watch?
Search [adwords buy for binge watch, movie night]
Facebook [promoted posts]
Twitter [directly reply to Twitter users posting about binge watching, marathon viewing, etc.]


Awareness
Microsite [pre launch will feature countdown clock, Twitter ticker, trailer, and sign in using Netﬂix
account]
Banner ads [ads on Google Display Network that link to microsite]
Rich media [ads on Google Display Network that link to microsite]


Awareness
account]
Consideration
account. Post launch will have exclusive chat rooms accessible only to Netﬂix account holders]
Social [promoted Facebook posts and tweets]


Awareness
account]
Consideration
account. Post launch will have exclusive chat rooms accessible only to Netﬂix account holders]
Social [promoted Facebook posts and tweets]
Purchase
Search [adwords buy for Eli Roth, best thriller series, top horror series]
Google Remarketing [ads and rich media that link to microsite]

Google Display Network: Shocktillyoudrop.com

Microsite

The microsite will exude a sense of exclusivity by being accessible
to Netflix account holders only. The home page will have a Twitter
ticker that streams live tweets about Hemlock Grove and an area
to sign in or sign up for Netflix.
Once the customer signs in they will enter the first room where they
can talk about episode 1 of the series. To enter the next room that
revolves around the next episode, a back-end verification will be
performed to ensure that the episode has already been watched
from your account. The ability to check-in to the microsite/share to
social media will engage the social community while
simultaneously creating opportunities for driving discovery.

Welcome to the world of Hemlock Grove.
Spoiler alerts not needed.

How much will it cost?

Search $25,000
Social $15,000
Microsite $20,000
Banner Ads $25,000
Rich Media $15,000
$100,000

THANKYOU

questions? comments?
@melaniejﬂores

A Digital Strategy for Netflix + Hemlock Grove

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