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Wednesday Island
Amplify + Netflix promote a festival to die for…
Challenge
For the Season 2 launch of the gothic horror-comedy, Wednesday, Netflix challenged Amplify to promote, excite and courier Aussie fans to the immersive fan-experience, Wednesday Island produced and executed by Netflix partner agency Rizer.
The fan-centric campaign took place on Sydney’s Cockatoo Island as the final leg of the global Doom Tour - bringing Wednesday’s big outcast energy to Australia.
Insight + Strategy
Big Outcast Energy
For loud and proud Aussie Outcasts, Wednesday is more than just a show. It’s a shared language of connection and belonging whereby their identities are infused with the series, expressed through cosplay, character-mirroring fashion choices, craft and creativity.
This sentiment was brought to life through activating our audience to drive conversation about the event by rewarding their participation in the recruitment phase.
Solution
Darkness Descends
To set the scene for something gothic on the horizon, Amplify and Initiative teased Wednesday’s arrival in Australia through minimal, cryptic OOH and digital placements in Wednesday’s iconic tone of voice.
The objective of this tactic was to spark speculation and instil hype, anticipation and FOMO for the upcoming Wednesday Island event.
These placements were quickly followed by the release of the official festival event poster, illustrated by Australian artist Ken Taylor.
Appearing in print and digital formats, the poster revealed the imminent arrival of key cast and creators, alongside the miserably modern live music of Peach PRC and ULA at an island of harrowing experiences.
BTS content of the creation of Ken’s poster helped to sustain audience conversation and celebrate the craft that went into the epic poster illustration.
Ahead of the festival line-up announcement, Netflix took to socials to summon Australia and New Zealand’s biggest outcasts to participate in a Superfan Contest, showing off their fan art, cosplay and creativity to win exclusive VIP tickets to Wednesday Island.
80 Wednesday Superfans submitted creative entries ranging from cosplay to fan art, showcasing why they deserved a spot on Wednesday Island.
Outcasts on Board
The first interaction guests had with the physical world of Wednesday was a sea voyage on Sydney Harbour, bound for Wednesday Island.
Offering a seamless extension to the island experience, the voyage offered charming interactive moments and set dressing that brought to life Wednesday's goth-academia world.
Onboard the vessels, an outcast string quartet performed the Wednesday soundtrack, a roaming tarot reader prompted guests to choose their misfortune-riddled destiny, and a bar offered ready-made suspicious vials to quench their thirst for the macabre.
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Wednesday Island gave fans an unforgettable experience that placed them at the heart of the campaign. |