@NetflixID listened intently to the conversations on Twitter in Indonesia to learn about people’s passions and what kept them engaged. That’s when they realised Twitter was the best platform to help bridge the online and offline worlds, as it was where they could communicate in real-time and build a community of excited participants.
The kick-off was simple: Tease the audience with hints, like how anyone could be a hero by unravelling the secrets in the locked vault. Soon enough, the audience started receiving live updates that would facilitate a real-time, seamless experience and transport them from their Twitter timelines to the giant, out-of-home 3D billboards — a truly #OnlyOnTwitter execution.
A zombie heist like no other.
To bring “Army of the Dead” to life, @NetflixID invited Indonesians to have a go at cracking the vault — a central storyline in the movie. Then the attempts at deciphering the code were tracked live on a giant 3D billboard.
Hints and cues were placed in the real world and periodically revealed on the 3D billboard as a way to drive hype and conversation amongst zombie heist fans to further bridge the online and offline worlds.
A formula tried, true, and tested.
@NetflixID utilised high-impact and innovative formats and meticulously applied Twitter’s proven launch format of Tease-Reveal-Reinforce:
In the Tease phase, feeds were infiltrated with a variety of ads including Image Ads and Video Ads that invited them to crack the vault. To build up intrigue around the upcoming heist, prompts included, “In 24 hours you can try to unlock the vault. If you succeed, you'll see what's in the safe” or “Reveal the vault puzzle by hitting 800 Likes.”
Next, through live updates and prompts, @NetflixID rallied both core audience and casual fans to work out the vault code while rousing their competitive spirit with Video Ad messaging like, “One person has cracked the vault! What about you?” Simultaneously, Netflix used Trend Takeover+ and Timeline Takeover to announce all over the timeline that “Army of the Dead” was now available for streaming.
@NetflixID’s goal of making their big vault reveal event an experience to remember succeeded with flying colours.
Promoted Video Ads were once again deployed to amp up excitement for the contest winners. To evoke envy and FOMO amongst fans, announcements included, “Have you watched the movie? Have you cracked the vault? Some are successful. Wait for the big reveal soon!” Finally, there was a jaw-dropping Video Ad on the vault opening with the grand prize: Valentine (a regal tiger-zombie new to the movie).
Throughout the campaign period, Twitter Amplify put the film’s 15s movie trailer in front of some of Indonesia’s top entertainment content and top of mind for viewers.