NETFLIX | THE GET DOWN BLACKOUT PARTY
Digital Launch Idea
Concept
'The Get Down' was a new flagship Netflix show directed by Baz Luhrmann, and Netflix wanted help launching it to a youth audience.
Click above, and then click or swipe through the slides to see the thinking that Netflix loved.
A secret music event, defined by an epic digital moment, destined to cause a social media meltdown.
Note: Although Netflix bought this idea, they had to stop development following budget cuts. Everyone was gutted that it didn't run... Outlined here is the sell-in thinking which Netflix loved!
CHALLENGE:
How can Netflix launch Baz Lurman’s new flagship TV show, ‘The Get Down’, to a youth audience that doesn't care about 'old school' hip-hop.
RESPONSE:
There's a big difference between the old school and the new school of urban music, but a potent connection too... What exists today is here because of what went before it, and tapping into this I came up with a launch that spread itself, born of an event - The Blackout Party.
This event would smash the old and new school worlds together by creating a massive digital moment in urban culture. Echoing Drake's sudden appearance at a small UK grime gig, this invite-only event would cause a social media frenzy as the audience of micro-influencers suddenly found the billed talent, Stormzy, Skepta and J-Hus, joined on stage by hip-hop legends Nas and Grandmaster Flash...
See the deck below for more detail.