Title | SACRIFICE FOR THE CROWN |
Brand | NETFLIX |
Product / Service | THE CROWN: NETFLIX'S ORIGINAL SERIES |
Category | C02. Use of Social in a PR campaign |
Entrant | RABBIT DIGITAL GROUP Bangkok, THAILAND |
Idea Creation | RABBIT DIGITAL GROUP Bangkok, THAILAND |
Media Placement | RABBIT DIGITAL GROUP Bangkok, THAILAND |
Production | MEOUR Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
SAROJ LAOHASIRI | RABBIT DIGITAL GROUP | CHIEF STRATEGIC OFFICER |
BODIN BOONSIRIPHANT | RABBIT DIGITAL GROUP | STRATEGIC PLANNER |
NORANIT YASOPA | RABBIT DIGITAL GROUP | EXECUTIVE CREATIVE DIRECTOR |
NORANIT YASOPA | RABBIT DIGITAL GROUP | EXECUTIVE CREATIVE DIRECTOR |
PAPOP CHAOWANAPREECHA | RABBIT DIGITAL GROUP | CREATIVE DIRECTOR |
PAPOP CHAOWANAPREECHA | RABBIT DIGITAL GROUP | CREATIVE DIRECTOR |
KANITKORN SRIMAKORN | RABBIT DIGITAL GROUP | COPYWRITER |
MATITHORN CHAIMOUNGKALO PRACHUABMOH | RABBIT DIGITAL GROUP | COPYWRITER |
VALUNCH CHAROENSOMBUT-AMORN | RABBIT DIGITAL GROUP | ART DIRECTOR |
POTRAWEE WICHIEN | RABBIT DIGITAL GROUP | AGENCY PRODUCER |
UTT CHAOWANAPREECHA | RABBIT DIGITAL GROUP | PHOTOGRAPHER |
CHRISJUNIOR DRABIK | RABBIT DIGITAL GROUP | CREATIVE TECHNOLOGIST |
SIBB SATTAKHUNCHUTIPAS | RABBIT DIGITAL GROUP | DESIGN DIRECTOR |
AUNSHASA PATTHAWANSORN | RABBIT DIGITAL GROUP | SENIOR GRAPHIC DESIGNER |
THEERAPON HONGGAM | RABBIT DIGITAL GROUP | SENIOR GRAPHIC DESIGNER |
NATTAWAT MONGKOL-ADISAI | RABBIT DIGITAL GROUP | SENIOR GRAPHIC DESIGNER |
PATTARIDA ACHARIYA-ANUCHON | RABBIT DIGITAL GROUP | GRAPHIC PRODUCER |
KATHLEEN WONGSANGANAN | RABBIT DIGITAL GROUP | CLIENT SERVICE DIRECTOR |
DARANEE RUEKNUMPHET | RABBIT DIGITAL GROUP | ACCOUNT DIRECTOR |
PAILIN VEROJANAVAT | RABBIT DIGITAL GROUP | ACCOUNT MANAGER |
SARANYA JAIYEN | RABBIT DIGITAL GROUP | ACCOUNT EXECUTIVE |
ACHARA KAMOLPECHARA | RABBIT DIGITAL GROUP | SENIOR TOUCHPOINT MANAGER |
PATTARATIPA VONGPRASIT | RABBIT DIGITAL GROUP | SENIOR TOUCHPOINT EXECUTIVE |
CHACRIS SAETEH | RABBIT DIGITAL GROUP | SENIOR TOUCHPOINT EXECUTIVE |
TEEWIN VARAPASKUL | MEOUR PRODUCTION CO.,LTD. | DIRECTOR |
THANAPORN PHIANSOMPHOL | MEOUR PRODUCTION CO.,LTD. | PRODUCER |
PONGRUJ SARLEE | MEOUR PRODUCTION CO.,LTD. | ASSITANT DIRECTOR |
SETTHAWUT SAMATHIMONGKOL | MEOUR PRODUCTION CO.,LTD. | DIRECTOR OF PHOTOGRAPHY |
KITTIPAT TACHATARARAK | MEOUR PRODUCTION CO.,LTD. | DIRECTOR OF PHOTOGRAPHY |
RACHANON SUNGSUWAN | MEOUR PRODUCTION CO.,LTD. | EDITOR |
We are in an era that identities are now stored online, and mostly in a platform that is as integrated as Facebook. Every bit of our lives has something to do with it, whether it is the friend you have not met in 30 years, the video of your child’s first word, or even the bitter memory of you and your ex. We somehow cannot deny how much of our lives have been merged onto the platform. To powerfully demonstrate how valuable our social identities are, “Sacrifice For The Crown” puts the audience through the same struggle for identity in which Queen Elizabeth II had gone through. As we challenge them to sacrifice today’s most valuable identity in exchange for a royal life in England.
For a campaign that only lasted five days, the first phrase of it involves the launching of the campaign VDO on Netflix Thailand’s Facebook page. The objectives are to reflect how important our Facebook identities are then challenge the audience to sacrifice it for a royal trip to England. After that, the participants have to pledge to delete their Facebook accounts by changing their profile picture using “Sacrifice For The Crown” template. A winner is then selected to experience the England’s royal life while her online identity is forever sacrificed.
In only five days, the campaign generated a widely acclaimed buzz across different social media platforms. The campaign VDO became the most watched video on Netflix Thailand’s Facebook page while ranking up the highest number of shares and comments in 2017. The Google Search for the series also increased by 336% during the campaign period and gained around 7.9 million impressions and 12.2 million in PR value.
This campaign was designed to PR 'The Crown' Netflix's Original Series by communicating the tension of the story to wider range of audience through social media.
As a campaign that is heavily engineered towards social platforms, “Sacrifice For The Crown” is targeted primarily on Netflix’s fans due to its short campaign lifespan. As Netflix’s fans generally use Facebook as their social profiles, this allows us to make use of the platform’s existing feature such as the profile picture template and turn it into a sensational social trend.