Cannes Lions

House of Cards – New Season Inauguration Hijack

DONER , Southfield / NETFLIX / 2017

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Overview

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Credits

Overview

Description

On the morning of Donald Trump’s Inauguration, we released a cryptic, live-action video of an upside-down American flag set to the eerie sound of little kids saying the Pledge of Allegiance. The video ended with the famous House of Cards intro music and the reveal of the season 5 premiere date. There was no Netflix or show branding other than the music.

Execution

On the morning of Inauguration Day (Jan 20th, 2017), Netflix blindly teased out the video through Netflix’s PR channels and then later in the day posted it to the House of Card’s Facebook page and YouTube channel.

The video generated tons of industry press attention and ignited conversation on social. Fans reveled in the cryptic nature of the announcement and how it alluded to the connections between fiction and reality.

Outcome

Views:

Facebook

9.8 million views

114,000 Likes

7,200 Comments

13,000 Shares

YouTube

1.4 million views

11,000 Likes

Notable Press:

#1 Ad featured on Creativity on Adweek January 20th, 2017

#6 ON REDDIT’S HOMEPAGE.

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