Objective: Use Netflix’s massive movie library to capture the attention of every kind of movie lover.
Netflix queues can be seen as extensions of someone’s movie-watching taste: they’re unique to each person. Using that logic in a television campaign, a Netflix queue is manifested by combining two movies, as if by sitting side-by-side on someone’s queue, they bled into one another. The queue “greets” the viewer, reminding them that the movies are waiting to be watched. Even if the viewer does not have a Netflix account, it works as an example of what the service has to offer.
Users would be encouraged to create their own movie mash-ups with two movies from their own queues. Netflix would direct users to tweet the YouTube links, retweeting them and possibly taking the most popular ones to air as official commercials. By using the already popular pastime of editing movies for YouTube (see: most of the supercuts on YouTube), Netflix would have numerous testaments to the strength of their movie library.
Watch the commercials below:
Watch me talk a little more about the campaign: