GIVING FANS A TASTE OF KINGDOM

TitleGIVING FANS A TASTE OF KINGDOM
BrandNETFLIX, FIRE TIGER, LINE MAN
Product / ServiceKINGDOM: ASHIN OF THE NORTH MOVIE, FIRE TIGER BUBBLE TEA, FOOD DELIVERY SERVICE
CategoryD03. Use of Social & Digital Platforms
EntrantGOODSTUPH THAILAND Bangkok, THAILAND
Idea Creation GOODSTUPH THAILAND Bangkok, THAILAND
Production CHAMNI'S EYE CREATIVE PRODUCTION Bangkok, THAILAND
Production 2 DUDE STUDIOS Singapore, SINGAPORE
Additional Company NETFLIX Singapore, SINGAPORE
Additional Company 2 FIRE TIGER BY SEOULCIALCLUB Bangkok, THAILAND
Additional Company 3 LINE MAN AND WONGNAI Bangkok, THAILAND

Credits

Name Company Position
Fajar Kurnia GOODSTUPH Managing Partner / ECD / Art Director
Jeremy Chia GOODSTUPH Managing Partner / ECD / Art Director
Pat Law GOODSTUPH CEO
Antonia Elizabeth Tan Ming Hui GOODSTUPH Regional Business Lead, Project Manager, Producer
Jerome Bigio Netflix Marketing Director, SEA
Eugene Soh DUDE STUDIOS Founder/CEO
Angela Kwek DUDE STUDIOS Creative
Suthida Hochueai GOODSTUPH Art Director
Boonsong Thanapornpaiboon GOODSTUPH Associate Creative Director / Art Director
Pornpimon Jitmanasak GOODSTUPH Art Director
Sumate Natekrajangkul GOODSTUPH Associate Creative Director / Copywriter
Chalita Chuleekeit GOODSTUPH Digital Strategist / Project Manager
Jintapatee Mahaworrakarn GOODSTUPH Project Manager
Soham Adwani GOODSTUPH Web Developer
Charlene Wee Netflix Head of Partner Marketing Creative, APAC
Pipat Srimattayakul Netflix Marketing Partnerships Lead, Thailand & Philippines
Krittiyawadee Pongpanich Netflix Head of Public Relations, Thailand
Piti Kiettipunpattana Chamni's Eye Creative Production Photographer

Why is this work relevant for Brand Experience & Activation?

This campaign brought the world of Netflix’s popular zombie show ‘Kingdom’ out of the screens and into the real world, giving fans a chance to experience the show in a surprising and delightful way- through taste. This tasty stunt helped drive buzz and conversations for the pivotal plot line of the film. A key component of the campaign was the use of social media to drive conversations online- “What’s happening? Why are these two brands partnering? What does bubble tea have to do with zombies?!” We even leveraged Instagram’s AR capabilities to drive an immersive experience everyone could enjoy.

Background

Netflix's Kingdom: Ashin of the North, traces the zombie outbreak in the show to a 'resurrection plant' that brings the dead back to life. As fans eagerly awaited the release of a full new season of Kingdom, Netflix launched Kingdom: Ashin of the North, a special one-off episode that traces the zombie outbreak in the show to a 'resurrection plant' that brings the dead back to life. But this was only a single episode, and we knew fans would be hungry for more, so to keep them excited, we gave them a taste of Kingdom.

Describe the creative idea (20% of vote)

The Resurrection Plant Bubble Tea We collaborated with Fire Tiger, a popular Korean-inspired bubble tea brand to create a Bubble Tea flavour infused with the Resurrection plant! We then orchestrated a campaign that drove buzz for this must-have drink. In the lead up to the launch, we built hype around the partnership with mysterious hints on our social channels that got fans excited. Fire Tiger even turned their iconic tiger logo across their social pages into a zombie tiger. We then released an Instagram filter that simulated the experience of eating the Resurrection plant. On launch day, hordes of fans devoured the drink. We upped the ante by partnering with LINE MAN, who released a horde of LINE MAN zombies to deliver the drinks, to the horror and delight of our fans.

Describe the strategy (20% of vote)

Our target audience were primarily fans of Korean films and the Kingdom franchise, in particular. Fire Tiger had a loyal following that we tapped into for this campaign as well. The Kingdom series has been hugely successful in Thailand and as the fandom continues to grow, we wanted existing fans to discover more of the show they love in unexpected ways, and give new fans a taste of the Kingdom-verse by bringing the show world into the real world. So we partnered with a local Thai brand that can help us surprise and delight our fans, and also build our social cache locally.

Describe the execution (30% of vote)

In the lead up to the launch, both Fire Tiger and Netflix built hype around the partnership with mysterious hints on their social pages that got fans excited. Both brands even ‘spoke’ to each other on social, keeping fans guessing. Fire Tiger then turned their iconic tiger logo across their social pages into a zombie tiger (a zombie tiger was featured in the film) On launch day, hordes of fans devoured the drink. We upped the ante by partnering with LINE MAN, who released a horde of LINE MAN zombies to deliver the drinks, to the horror and delight of our fans. We drove more eyeballs to the partnership by releasing an Instagram filter that simulated the experience of eating the Resurrection plant.

List the results (30% of vote)

News of the deadly drink spread rapidly throughout the kingdom, with many news outlets picking up on it. A frenzy of fan conversations took the internet by storm. Many fans, some famous celebrities created content showing how the drink looked like and how the LINE delivery zombies delivered their drink. The three way partnership resulted in 5.7 million people reached. 24 MillionTHB in PR value The limited edition resurrection drink surpassed 1,000

Links

Application URL   |   Supporting Webpage