3 x Ways Netflix are winning with Millennials

Netflix has turned the way we consume on-demand TV on its head. No longer are we subjected to market-by-market releases or exposed to spoilers from our friends in the US. Globally, we get our favourite cult shows at the same time, drumming up a huge amount of excitement around the release of its most popular shows.  

And it seems that we like it that way. A study by YouGov shows that Netflix ranks higher than any other brand amongst Millennials in terms of positive perception: scoring 73.8% compared to Facebook’s 73.5% and Apple’s 73.3%.   

Netflix aren’t just disrupting the TV formula, they are setting the bar when it comes to marketing to the disengaged, ad-blocking Millennial consumer. Here are three ways the streaming giant is promoting the platform and its launches:  

1. Stranger Things x Topshop

Topshop recently transformed their Oxford Street flagship store to promote its partnership with Netflix and the release of the second series of cult show, Stranger Things.  

Hawkins, the fictional Indiana town in which the show is set, was brought to life across the five-floors. Complete with an arcade where customers could play Pac-Man, high school lockers that paid tribute to one of the show’s deceased characters and a tree-house that housed key scenes from the show’s debut series. 

The store’s windows were even transformed – giving fans a chance to test their telekinetic powers in front of London’s shopping public. The store also hosted a private screening of the entire series for a handful of lucky Topshop customers.  

The activity wasn’t limited to in-store, the Topshop website underwent a temporary makeover too, replacing the logo with the ‘Stranger Things’ branding and giving users the option to ‘strangify’ the site, which turned all the imagery upside down.   

When it comes to collaborating beyond a merch-deal, these powerhouse brands have it nailed. 


2. Netflix & Chill

To promote their new show Disjointed, a show set in a cannabis dispensary, Netflix created a stunt that lit up social media.  

Partnering with a West Hollywood dispensary, the streaming giant created ‘The Netflix Collection’ – 12 strains of cannabis based on 12 of their hit shows.  

Orange is the New Black spawned ‘Poussey Riot’, meant for ‘kicking it with somebody, talking, making mad stupid jokes’, whilst cannibal comedy Santa Clarita Diet’s strain will ‘really ramp up your appetite’.  

Cannabis is currently one of the fastest growing industries in the US, with the retail and wholesale market predicted to reach nearly $11 billion (£7.6 billion) in annual revenue by 2019. 


3. Binge Watching Pop-Ups

Netflix created a ‘bed & binge’ pop-up in London, dedicated entirely to binge-watching their cult TV shows – by the series.  

Rooms were complete with hands-free docks by the bed, shower and toilets so that guests wouldn’t have to stop watching at any point, even when they go to the bathroom. Guests were also able to order room service from a menu of gourmet food and drink inspired by the shows.  

We have no idea what will be coming next, but we’re excited to see what 2018 holds.

SEEN is compiled by LOVE’s Head of Culture, Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge then get in touch kattowers@lovecreative.com.