To demonstrate their commitment to innovation, Netflix wanted a campaign that would put viewers in control of their entertainment in a whole new way. We developed a DIY project for the ultimate Netflix fan: smart socks that automatically pause your show when you binge-watch yourself to sleep. The campaign went viral without any paid media, garnering over 1 billion earned media impressions and 600+ press mentions, including a segment on Good Morning America. I helped develop and write the campaign and provided creative direction for launch and demo videos, website and social. Visit the website>
Shorty Award Winner for Creative Use of Technology
AdAge Digital Campaign of the Year, Silver
Shortlisted for Cannes Lion for Creative Innovation
Make Magazine Partnership
We seeded the campaign with Make Magazine and worked with them to produce a how-to video for the maker community. Make promoted the Netflix socks launch and the video on their website and social channels. I provided copy for the scripts, Make blog post and social copy, as well as copy for a Twitter Q&A session for Make fans.
So many diagrams
The socks were/are a real thing, not just an advertising campaign. Which meant I wrote a lot of instructional content. Communicating how the socks actually worked in a way that felt authentic to the serious maker crowd without alienating regular folks was one of my biggest challenges.