PLAY
SOMETHING

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MULTIPLE OWNERS

RUI WANG; MAGGIE WALKER; MARY PAISLEY BELK, & MAKUMBI JOHN MULEBA 2021

OVERVIEW

DESCRIPTION

This academic project is ideated and developed by Rui Wang, Maggie Walker, Mary Paisley Belk, & Makumbi John Muleba under the guidance of Prof. Mark Bazil in his Art Direction class.

Sometimes, we find ourselves spending more time actually choosing what TV series, movie, or feature film to watch because we are indecisive. We find ourselves constantly scrolling through home menus and sub-menus hoping to eventually find something that meets everyone's needs in a timely manner. Netflix offers a feature, “Play Something,” an algorithm that automatically suggests new shows and movies that you have never watched before. 

Our campaign is focused on bringing better brand awareness to Netflix and their newest feature, “Play Something.” Consumers will learn about this option through video, OOH placement advertisements, Instagram posts, and an interactive Instagram and Facebook filter. Take your “Netflix and Chill” routine to a new level. Let us help you find your next favorite story! See What’s Next, Play Something.

TARGET AUDIENCE

89% of Netflix users/subscribers are likely to be 18 to 23, along with a skewed aged group between 25 and 39. 
Their households average above $102,000 per year.
They are likely to be trendsetters and opinion leaders within their social circle. 
They are also more likely to spend more on higher quality products, consistent with the image they wish to convey. 
1 in 2 Netflix subscribers has young children under the age of 3 at home. 

MEDIA CHOICE

Comercial Ad, OOH Ads, Social Media Ads, AR Filters

MULTIPLE OWNERS

Rui Wang, M.F.A., Advertising, Savannah College of Art and Design
Visit the Website: https://www.monocruiwang.com/
Maggie Walker, M.A., Advertising, Savannah College of Art and Design
Visit the Website: https://www.artbymaggiewalker.com/
Mary Paisley Belk, M.A., Advertising, Savannah College of Art and Design
Visit the LinkedIn: Mary Paisley Belk | LinkedIn
Makumbi John Muleba, M.F.A., Advertising, Savannah College of Art and Design
Visit the LinkedIn: Makumbi John Muleba, MFA | LinkedIn

OUTCOMES

NETFLIX - PLAY SOMETHING

DURATION: 01:21

"Micro-Genres"

Anime Action. Foreign Dramas. Classic Adventure. Sports Documentaries. Horror Films. Folk & Westerns. Teen Screams. Country Folk. Steamy Thrillers. Monster Movies. Alien Sci-Fi. Cult Comedies. Showbiz Dramas. Tearjerkers. Disney Musicals. Creature Features. Spy Action. Reality TV. Animal Tales. Crime Action. Silent Movies. Historical Documentaries. Political Thrillers. Food & Travel Films. Period Pieces. Quirky Romance. Screwball Comedies.

MULTI-MEDIA ADVERTISING

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AR FILTERS