Why is this work relevant for Entertainment?

This piece used musical entertainment to engage Filipinos to send in their own content, persuading them to watch 'Trese,' the title Netflix was promoting.

Background

Netflix Philippines wanted to promote 'Trese,' the first-ever Filipino comic adapted by the platform into a series. 'Trese' delves into the supernatural.

Describe the creative idea

The Netflix 'Ghost Concert' was the event people could join not just in spirit, but as spirits.

Describe the strategy

To hook Filipinos to watch 'Trese,' Netflix made use of music. Since the title is the first Filipino comic that made a breakthrough on Netflix, the platform also cast a band that was Filipino: the iconic UDD. And since 'Trese' is about the supernatural, Netflix invited Filipinos to watch the concert as ghosts.

Describe the execution

A filter was made available by Netflix on its Instagram page, which Filipinos could use in filming themselves, transforming themselves into ghosts. Afterwards, they were instructed to upload their video on the website. Powered by Unity, their ghostly footage were then inserted in the concert, as part of its audience of spirits.

Describe the outcome

Major publications covered the idea. More importantly, within 24 hours of the anime's release, 'Trese' became the No. 1 film on Netflix.