The Campaign

We took the most-raved-about Netflix shows and found something in them we knew our customers, the superfans, would love to experience themselves. The food. So, we created the world’s first Netflix Dinners – iconic meals from the biggest Netflix shows, delivered to the doors of Spark customers. We started with a meal of BBQ ribs, greens and cornbread from Freddy’s BBQ Joint (House of Cards), then a meatloaf prison dinner from Lichfield Penitentiary (Orange Is the New Black), then followed up with Eleven’s favourite waffles with an extra ‘upside-down’ twist (Stranger Things). This gave customers a Netflix experience like never before, allowing them to eat like their favourite characters, with their favourite characters. Netflix Dinners would go on to become an ongoing platform for Spark, with more meals on the way.

Creative Execution

The world’s first Netflix Dinners were delivered with everything you need to make the iconic meals from the shows. With it, fans were drawn closer to their favourite character’s worlds with an experience that made getting Netflix for free, even better. They could sit down, switch on Netflix and enjoy southern style BBQ ribs, greens and cornbread that Frank Underwood eats when he heads to Freddy’s BBQ Joint; a meatloaf prison dinner with mash and peas from Lichfield Penitentiary while wearing an orange prison uniform (supplied with meal); or have Eleven’s favourite waffles two ways – either as original with maple syrup and sprinkles or as ‘Upside-Down’ waffles with ‘Upside-Down’ syrup and dust. People wanted them. People talked about them. Our Netflix Dinners were a money-can’t-buy experience that only Spark could offer.

Results

Netflix Dinners saw success in two key areas: renewal of broadband packages and brand awareness for Spark. Thousands of superfans tried to win a Netflix Dinner in the first 24 hours on Facebook, and over 4 million impressions for the social campaign activity were achieved. Mentions of the streaming service cut through 46% of conversation. Spark won an 89% share of voice against other network providers; won significant brand attribution in 18% of campaign commentary. 46% of commentary mentioned the Netflix brand, showing the power the emotional connection our Netflix Dinners had. 8.7% of total acquisitions from paid digital channels were achieved from 1% of the spend. At $40.29, our retargeting posts generated the lowest CPA across all digital conversion activity. Most importantly, our Netflix Dinners led to a record re-signing of over 25% of existing broadband customers who resubscribed for a new broadband contract with Netflix.

With an important new partnership, New Zealand telco Spark could offer Netflix for free with broadband. To create awareness, we sent our customers an experience that made watching their favourite shows on Netflix, even better. We developed the world’s first Netflix Dinners. Iconic meals inspired by the biggest Netflix shows were recreated and delivered to die-hard fans. It meant they could eat like their favourite characters, with their favourite characters. It’s the ultimate Netflix experience that you couldn’t get anywhere else.

The job of forging a higher opinion of the brand, and most importantly the better experience it offered, would only be achieved by engaging with people on an emotional level. Leading with the biggest Netflix shows that had the widest appeal allowed us to tap directly into the most devoted fans, and gain cut through to the most qualified audiences. They would also recognise the most value in getting Netflix free with broadband and therefore more likely to convert as a result of this offer. And it’s through social channels that we had the chance to lever our superfans. The social campaign targeted like-minded Spark customers and was made up of a series of social posts intended to tease and launch the Netflix dinners, then lead customers through the purchase funnel with retargeting.