Program Overview
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 authentic relationships with. Dia 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 by building an altar that includes many of the things they loved. With a large event at Hollywood Forever Cemetery for over 40,000 people during the holiday, Netflix saw an unexpected opportunity to honor fallen characters on popular Netflix shows, while still being authentic and honoring the Mexican tradition.
Challenge
Participating in a sacred religious holiday brought a number of potential pitfalls. We needed to ensure that our participation in the event was seen as authentic and respectful to the holiday, while carefully sidestepping any potential offenses. We also needed to pay special attention to the unique cultural nuances of our target to ensure that our activation was a beloved addition to the celebration.
Our Solution
To ensure the authenticity of our project, we hired an award-winning Mexican flower artist who had previously produced altars for some of Mexico’s biggest celebrities and cultural icons. Along with authentic show props, our artist produced gorgeous altars that celebrated the legacy of some of the most popular departed Netflix characters. To give fans a chance to share their thoughts and prayers, we created a mausoleum containing our psychic, Señora Netti Flixa. These recorded séances were filmed and optimized for sharing across social media, which greatly increased our reach. We also paid special attention to our staffing and hired a bilingual team who ensured all guests could enjoy the experience.
Results
With over 40,000 attendees that dropped by our ofrenda, we were able to immerse consumers within a traditional Dia de los Muertos experience. 1,000 traditional remembrance candles were handed out to anyone that recorded a séance, and hundreds of fans snagged Netflix gift cards to catch up on new seasons of their favorite show. This one-day event had 189 images shared using the hashtag #NetflixDeMuertos (and many consumers coming up with their own) on social media with thousands of impressions.
