We are in an era that identities are now stored online, and mostly in a platform that is as integrated as Facebook. Every bit of our lives has something to do with it, whether it is the friend you have not met in 30 years, the video of your child’s first word, or even the bitter memory of you and your ex. We somehow cannot deny how much of our lives have been merged onto the platform.

To powerfully demonstrate how valuable our social identities are, “Sacrifice For The Crown” puts the audience through the same struggle for identity in which Queen Elizabeth II had gone through. As we challenge them to sacrifice today’s most valuable identity in exchange for a royal life in England.

For a campaign that only lasted five days, the first phrase of it involves the launching of the campaign VDO on Netflix Thailand’s Facebook page. The objectives are to reflect how important our Facebook identities are then challenge the audience to sacrifice it for a royal trip to England.

After that, the participants have to pledge to delete their Facebook accounts by changing their profile picture using “Sacrifice For The Crown” template. A winner is then selected to experience the England’s royal life while her online identity is forever sacrificed.

In only five days, the campaign generated a widely acclaimed buzz across different social media platforms.

The campaign VDO became the most watched video on Netflix Thailand’s Facebook page while ranking up the highest number of shares and comments in 2017. The Google Search for the series also increased by 336% during the campaign period and gained around 7.9 million impressions and 12.2 million in PR value.