When all the attention was grabbed by the most relevant televised event of the year in Italy, with more than 10 millions viewers on average,

we were able to shift the conversation by tapping into second screening experience to deliver a social film that was able to hijack the Festival

in an organic way and become part of pop culture. Turning Netflix’ Tudum into a common expression that was used by everyone on social media.

The video streaming industry is an increasingly crowded space. The category is either perceived as functional or simply linked to some key titles in the catalogue. We wanted to move Netflix away from a single title showcase and instead create an emotional bond with our audience to the entire platform.

We wanted to celebrate all the passionate and sensitive viewers that share the same passion for great stories as Netflix. To do that we highlighted one of the most iconic trademarks of the brand: the “Tudum” we hear every time we start a show on Netflix. Just like that, daily scenarios turn into the beginning of great new tv shows or movies, from comedy to horror, through the eyes of our protagonists: everytime they recognize one of those moments, they can’t help it but comment it with a Tudum. The unmistakable sound that triggers the beginning of a great new story.

To establish a bond with our audience, we first needed to find them. Research uncovered that a high percentage of our audience was interested in music and tuning in to Sanremo Music Festival. Data also showed that second-screening was an extremely common behaviour; with many posting online in real time about what was happening on stage. We realized this was the perfect media moment to communicate and hijack the festival. But how could we convince them to tweet, post and share about Netflix instead of the stories onstage? Through social listening we realised the “Tudum” Netflix sound bite was well known online as the prelude to great stories and was the topic of many jokes. Our audience knew“Tudum” meant a great story was about to start, we just needed to show them.

During the first night of the Sanremo Music Festival, when the audience was as its peak, and people were going crazy with comments and live reactions all over the internet, we released our film on major social networks (Facebook, Instagram, Youtube and Twitter), knowing that it would be picked up by users and become a social trend. And just like that the conversation shifted from the Festival to Tudum, with memes, comments, reactions, stories talking about our film throughout the whole week of Sanremo.

Reach: 51.000.000

Engagement: 420.000