Netflix were the go-to destination for binge-worthy TV series. But they had also started making big, blockbuster movies. Bird Box was their new scary thriller, fronted by Hollywood favourite Sandra Bullock.

The brief was simply to create as much noise in social media as possible with the launch of the new Netflix thriller, Birdbox.

Netflix decided to launch this scary movie with a fun idea. The movie had birds in it, so why not ask talking birds to review the film? Introducing ‘Birds Review Bird Box’ - a campaign that was made for the internet and loved by social media. Picked up by Entertainment Tonight, the idea showed that scary movies can start fun conversations.

We know that people love to be scared. But, just because a movie's scary, doesn't mean you can't have fun conversations about it. Plus, the internet loves animals. And, although cats definitely rule the internet, birds come a close second. (Just check out online conversations around #birbs.) This campaign was launched across Twitter, FB, IG and YT and loved by social media. It made it OK to have fun with a scary movie. At the start of 2019, Bird Box was all the internet was talking about.

We created a number of different 'Birds Review Bird Box' instalments - each one showed different birds and teased different aspects of the movie trailer. As the campaign developed, we released a minute-long compilation that showed the birds reacting to whole movie trailer.

The videos were shared on Twitter, FB, IG and YT.

A ''Casting Video' was also shared on YT and FB - it took a fun, behind the scenes look at how we found our budding bird movie critics.

Birds Review Bird Box had an 89% View Through Rate on Instagram

Birds Review Bird Box 1.25 million+ online views

Birds Review Bird Box Total Reach: 3.2 million+

Bird Box streamed 45 million+ times in Week 1

80 million+ by Week 3

#birdbox started 370K+ conversations on Instagram

At the start of 2019, it was all the internet was talking about. Including Kim Kardashian. Bird Box launched thousands of memes and is still the most successful Netflix movie launch ever.