Cannes Lions

Netflix Prop Drop

NETFLIX, Los Angeles / NETFLIX / 2022

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Overview

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Overview

Background

Netflix fans make our series become pop culture. They don’t only watch their favorite shows, they live them. We’ve seen it all: from Stranger Things themed Bat Mitzvahs to Bridgerton Regency Era weddings, all the way to full body Bojack Horseman tattoos. For Thanksgiving, a holiday built around expressing what we’re all thankful for, we wanted to celebrate our fans, and give back in a special way.

Idea

Prop Drop: a capsule collection of Netflix Original Props for superfans.

There's not much use for props after a production wraps. Some are kept in storage for a while, some end up in the Assistant Director's living room, others in dumpsters around the World. But our props mean a lot to our fans: Eric's (Sex Education) outfits became a token for self-confidence, Ciri's (The Witcher) cape, an icon of her bravery. For the first time, we launched a giveaway to return these props to their rightful owners - the fans. Our mission: to thank them for their never-ending passion and overwhelming support. Because no one deserves props more than our fans.

Strategy

Prop drop is a brand program that aims to create brand awareness through a media agnostic-fan first approach. The core target audience for the project are Netflix members in the US that are highly engaged in social media, follow our editorial ecosystem, and are passionate fans of our franchises. Our secondary target audience are entertainment enthusiasts that may or may not be Netflix members, but recognize our most iconic IPs. To reach our secondary audience, we curated a list of our biggest shows and selected iconic items.

The initiative was created as a pilot to test the hypothesis that our props and costume design could have a secondary purpose after our production wraps, and was conceived to be a repeatable format in service of fandom.

Execution

Prop Drop was a 72h sweepstakes that lived on our digital Netflix Shop. We raffled 48 unique props from 7 of our most iconic series. From a Squid Game’s 6-feet robot doll to the original Space suit from Lost in Space.

Each prop included a certificate of authenticity and a mark with a serial number noting its uniqueness. To prevent copycats, we created a system based on the timestamp when the item first appeared in the series. For example: S01E03112 Season 01, Episode 03, 1h, 12 min.

To announce the drop, we created a short piece that introduced the props in a whimsical facility that borrowed elements of the series. A social-first campaign hyped the drop across Instagram, Twitter, and Tik Tok, highlighting the most coveted items. A refined design identity used packaging tape to stick all the elements of the campaign together.

Outcome

Over 3M people engaged with the creative campaign, with an overwhelming positive sentiment from our fans. Our url, the rhythmically named, propdrop.shop hit over 200K visits, and 68K entries, with a 35% conversion rate (industry standard is 10%), becoming the highest viewership and engagement of our Netflix Shop.

Over 50 media publications covered the initiative, and industry sites like AdAge recognized the campaign for its creativity. But what matters the most: our fans loved it. Some of the winners even shared their coveted prizes on reddit, where posts became some of the most upvoted for the series.

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