Often people watch shows, fall in love with the story, and grieve when their favorite character is eliminated from the script. We often take these characters into our lives as if they were actual family members or people we have real relationships with. Día de los Muertos, also known as Day of the Dead, is a joyous and sacred day for the living to honor those that have passed away. This is traditionally done by building an altar that includes many of the things they loved. With the annual Día de los Muertos festival at Hollywood Forever Cemetery, Netflix saw the opportunity to honor fallen characters from their popular shows while still honoring the Mexican holiday.
We needed to ensure that our participation in the event was seen as authentic to the holiday while carefully sidestepping any potential offenses. We also needed to pay special attention to the unique cultural nuances of our target audience to ensure that our activation was a beloved addition to the celebration.
To ensure the accuracy of our project, we hired an award-winning Mexican floral designer who had previously produced altars for some of Mexico’s biggest celebrities and cultural icons. Along with the original show props, our artist-produced altars celebrated the legacy of some of the most popular departed Netflix characters. We also created a mausoleum in the spirit of the tradition for fans to pay homage to their beloved characters. These fan tributes were recorded and optimized for sharing across social media. For this event, our bilingual team ensured all guests could enjoy their experience.
We creatively brought the idea of remembering passed beloved Netflix characters into the Día de los Muertos experience of the festival. 1,000 traditional remembrance candles were handed out to guests who recorded a tribute. Additionally, hundreds of fans snagged Netflix gift cards to catch up on new seasons of their favorite shows. Over this one-day event, 189 images were shared using the hashtag #NetflixDeMuertos, which along with unique user-generated content, resulted in thousands of impressions.