Spoiler Foiler wins at Eurobest
TV consumption is changing; we now watch what we want, when we want. But with that freedom comes the risk of seeing irritating spoilers on social media before you’ve watched the latest episode of your favourite show.
This was the inspiration for Netflix and We Are Social’s Spoiler Foiler campaign, which picked up a huge accolade this month, winning bronze in the Interactive: Publications & Media category at the Eurobest Awards – one of the biggest awards celebrating the best in digital, print and outdoor campaigns in Europe.
If you’re a Breaking Bad fan, it’s likely you’ll already know about Spoiler Foiler. When the hugely anticipated final episodes of the show arrived on Netflix UK & Ireland last year, spoiler fear was rife. According to The Drum, 17% of tweets relating to Breaking Bad were urging people not to post spoilers on the platform.
We needed a solution which would turn spoiler fear into Netflix love. Enter Spoiler Foiler, an app that made Twitter safe for Netflix customers by blacking out any tweets containing Breaking Bad spoilers.
People could sign in with their Twitter login details at www.spoilerfoiler.com to block out any potential spoiler threats, and carry on following their feed without fear.
A single tweet from Netflix UK was enough to spread news of Spoiler Foiler across the globe, generating a storm on social media and masses of positive press for Netflix. With no PR push whatsoever, Spoiler Foiler featured in a host of publications: from Variety to Huffington Post, Fast Company to Mashable.
#BreakingBad spoilers are a bitch, yo! Take care of them with the Netflix #spoilerfoiler http://t.co/iglzkK3N2h pic.twitter.com/PERJK8UeRs
— Netflix UK & Ireland (@NetflixUK) September 23, 2013
Engagement on that introductory tweet rocketed to 7% – that’s 500% higher than the industry average. Spoiler Foiler content on Facebook saw 2,000 times more engagement than the industry average.
Spoiler Foiler was so successful that we couldn’t stop there. Due to huge demand from Netflix customers, we expanded it to work for House Of Cards spoilers as well. Now over 100,000 people have been saved from the dreaded spoiler.
Netflix and We Are Social are delighted to have been recognised in Europe’s most prestigious advertising awards, proving that great social thinking can lead to a campaign that provides real value for consumers, creating lots of Netflix love along the way.