Netflix — Arrested Development
Six years after it was originally cancelled, Netflix wanted to build buzz for its exclusive new season of Arrested Development. By focusing on the show’s best asset — its devoted, long-starved cult following — we created a seven-month, multifaceted campaign that rewarded the faithful and got the Bluth-curious interested in the upcoming season.
The entire campaign was designed to get fans talking. Teases of the new season were hidden across the web, Netflix and New York City. David Cross’ Dr. Tobias Fünke released his green-screen sizzle reel, encouraging fans to insert him into their own videos. On Twitter, Ron Howard recited fans’ tweets as the show’s narrator. In key cities, fans had the chance to visit traveling pop-up Bluth family banana stands.
On social media, we built excitement for the new season by throwing community viewing parties of past episodes and celebrating fan-created content and their favorite inside jokes.
Once the show debuted, we followed fans’ binge-watching parties, debuted the show’s official Fakeblock app and shared a special message to fans from show creator Mitch Hurwitz.
The end result was one of the most talked about shows of the year, both online and off. Arrested Development garnered three times the buzz of Netflix sister show House of Cards. The campaign was lauded by publications like Fast Company and Mashable as the perfect example of how to market a TV show to today’s digitally-savvy, socially-connected viewer.
Webby Awards — (Entertainment), Winner; (Overall Social Presence), Honoree
CLIO Key Art Awards — (Integrated Campaign), Gold; (Digital), Silver