Netflix Germany / Influencer Event / Blood Red Sky Campaign

How do you get German audiences on social media so excited about new Netflix movie Blood Red Sky that they decide to stream it for their next movie night-in?

By inviting German influencers to an exclusive, immersive screening. On the plane set the movie was actually shot on. Inside uber-cool venue Motorwerks in Berlin. Oh, and then getting social media to hijack it using Twitch polls that decided their fate… Reaching over 3 million Netflix fans.

The event was so successful that it won “Event Production Of The Year” at The Drum Experiential Awards 2021, “Virtual & Remote Best Realtime Experience” as part of the People's Voice Winners at The Webby Awards 2022 and two Adweek Experiential Awards for “Best Use Of Social Media In An Experiential Activation” and “Best Use Of Influencers In An Experiential Activation”.

Check-In

Our influencer guests were sent boarding passes and invited to check-in at the start of the event. They were greeted with huge banners outside the space and a Transatlantic Airlines check-in desk at the reception. This had an unnecessarily long and winding red carpet in the style of an airport check-in queue to start toying with the influencers from the get-go. It also included blood red windows to create an ominous atmosphere, bullet and blood stained walls and behind the check-in desk and real security scanners meaning they had to empty their pockets and get searched too.

Departure Gate

Once through security our guests were greeted with a departure gate, complete with departure board counting down to the immersive screening, The Red Eye Bar for free Strawberry Daiquiris and Bloody Marys, a Little Bites bar for nibbles and a seating area. We also included announcements over the venue’s PA system that punctuated a special mix of the movies soundtrack.

The Twitch Hijack

Once our unsuspecting influencers were onboard, then the fun could really start. Unbeknownst to them, we had set up hidden cameras and actors posing as event staff, other guests and even security had been rehearsing our Twitch hijack event for several days. As they boarded, we asked our Twitch audience what they wanted to happen using polls. Did they want the oxygen masks to suddenly drop down? Or an alarm to go off? A flight attendant to ask an influencer to sign his bum? Or record a message for his nan? To pick an influencer to eat a plate of blood and guts? Or to unleash a hoard of vampires onto the plane? We also used polls to allow Twitch to nominate which influencers received scares, special tasks and more.

The Immersive Screening

Once the chaos of the Twitch stream had calmed down, we served our guests an in-flight meal and asked them to watch our custom made, full-length Transatlantic Airlines safety video. Then, as the film began, we orchestrated the lights onboard to match the lights on the film at any given time to give our influencers a truly immersive experience.

Role: Lead Creative

Agency: Tommy

Creative Director: Sean Chambers

Additional Creatives: Dan Jones and Alex Robertson

Motion Designers: Adam Witton, Simone Giorgetta and Duwaine Whitfield

Designer: Andrea Fossa

Producers: Verity Snow, Ellie Glover, Tracey Murray and Alexis Sun