Netflix marquee board

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“The point of the board is to have fun, be edgy, and push all the way to the edge,” Marian Lee Dicus, CMO of Netflix said. “I know it’s a lot of pressure because they have to come up with a new message every week, but if they’re just using it for something lame, I’d rather not do it.”

Another example is the guerilla-style campaign the streaming giant ran on the back of the success of their show ‘Squid Game’. In one of the show’s episodes ‘Green Light, Red Light’ a giant doll appeared that resonated with audiences.

Netflix used it to promote the show and create a cellphone number in philippines buzz by placing installations of the doll in Australia, the Philippines, the USA, Korea, and England. People were also invited to play games to win prizes and share pictures of the installation on social media to receive a “Squid Game”-themed gift.

Squid Game
The result? ‘Squid Game’ helped Netflix gain 4.38 million subscribers according to Valens Research and went viral across social media. The hashtag #squidgame has reached 82 billion views on TikTok. The second series is scheduled for 2024.