Netflix 'Calling all Will Smiths'

Entertainment Netflix Australia
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Netflix Calling All Will Smiths case study

The Brief

Bright was the first major Netflix Originals movie. Will Smith’s involvement was the key selling point. We were briefed to create a campaign that was going to achieve fame, talkability and widespread appeal for Bright, shaped around Will Smith. But without a blockbuster marketing budget – and with only 5 minutes of Will’s time.

OUR INSIGHT

Movie-watching has changed. You don’t have to go to the cinema anymore. As a Netflix Original film, Bright was released in over 190 countries at exactly the same time. With that many screens launching simultaneously, the stars of the film struggled to do all the PR associated with a blockbuster film.

The IDEA

We got superstar actor Will Smith to recruit other real people named Will Smith to promote Bright in his place. He loved the idea and recorded a call-out video asking all Will Smiths to stand in for him. We selected successful applicants and flew them to a secret location where we trained them to become ‘blockbuster Will Smiths’ ready to live up to their name.

After completing the training, we dispatched them to promote Bright as Will Smith to the world’s media. One of the Australian Wills even made it to the premiere in Los Angeles, appearing on the red carpet alongside the cast members.

RESULTS

A GLOBAL SQUAD OF STARS

60 Will Smiths were recruited to promote Bright around the world, including 9 in Australia.

ENGAGING PEOPLE AROUND THE WORLD

The launch video trended globally and generated over 9.9 million PR impressions. Netflix’s social media content drove over 13 million impressions in Australia alone.

DRIVING BUSINESS IMPACT

Bright was one Netflix’s most-watched pieces of original content ever, and drove a notable lift in subscribers.

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