Franchise Art

Franchise Art

Season 3 Art

Season 3 Art

Franchise Positioning, Campaign Strategy, Creative Direction, Social Media Strategy, Production, Go-To-Market, Stakeholder Management

For the big finale of Netflix’ first local language Original Series, we came up with a two tiered communications strategy.

On the one hand we created conversation and lots of speculations by teasing potential season 3 storylines with our core fans on social media. On the other hand we promoted the whole franchise with focus on the grand finale to the masses with the goal to not only pull in new audiences who didn’t get to watch the show in the past, but also revitalize lapsed users we might have lost along the way due to the shows complexity.

To further fuels the show’s narrative of “The end is the beginning” this trailer loops seamlessly. An easter egg fans loved.

Through a carefully crafted content and roll-out strategy that struck a balance between recaps of previous and easter eggs about the new season we were able to double the amount of followers as well as engagement on our Social channels within the three weeks from campaign start to show launch.

During this pre-launch period a countdown on the existing microsite teased a massive update to come with the series launch, we also incorporated some custom painted eastereggs into Peter Paul Rubens cult painting “Fall of the Damned” from the show for fans to get excited what’s to come.

On launch day the microsite then changed to become the home of the Dark franchise. A comprehensive guide to Dark. Fans can discover this beautifully complex series through the narrative of each character, object or location. Over 700 events has been rearranged in a linear story annotated with images and dynamic timelines. It also has an excellent spoiler filter for new viewers. 

This website optimized for a second screen experience not only became a massive generator of social conversation, but also Netflix’s most visited and time spent website ever created.