House of Cards
MARKETING, SOCIAL MEDIA & CREATIVE STRATEGY
SEASONS 1-5
In 2013, streaming television was still relatively unknown to most of the world. Netflix believed that with House of Cards, global adoption could be achieved. For five seasons, I led the social media strategy for House Of Cards. Below is an overview of our political reactive strategy that we utilized over five seasons to market House Of Cards around the world.
THE CHALLENGE
How can we utilize tentpole series House of Cards to propel global awareness and Netflix subscriptions?
THE STRATEGY
We developed a real-world political strategy over multiple seasons, working with a political consultant in D.C. to help integrate House Of Cards series characters and storylines with relevant events and conversation on social media. The goal of our House Of Cards marketing campaign was to blur the line between fiction and reality. What started out as a Twitter focused U.S. campaign in season one became a global multi-platform campaign by season five.
IMPACT
The House Of Cards global social media strategy drove millions of media impressions, with season five ranking as its most successful season globally. This marketing campaign won several awards, including the Cannes Lion Gold for Digital & Social Response / Real-Time Activity.
Watch the case study here.