Marketing In The News

    Netflix's new hit show "Wednesday" has been sweeping the nation, whether its children dressing up like their favorite pale-skinned, sociopathic teenager, Wednesday Adam's the protagonist, or just the general chatter around Jenna Ortega and the explosion she has seen in her fame since the show's release. There is a good chance you have heard of the show and that may have been far more purposeful than you think. In the article "Inside Netflix's viral "Wednesday" marketing strategy" on Ad Age written by Parker Herren, he delves into the numbers and tries to explain "Wednesday" and the show's booming success. 

    One of the first points mentioned in the article is the fact that "Wednesday" is a spinoff of an American classic known as "The Adam's Family." Making it significantly easier to market to the generations who were familiar with the family and their antics. Playing off that Netflix was able to mix in viral marketing with the casting of the young upcoming star, Jenna Ortega. Releasing Tik-Tok dances attempting to emulate a certain scene from the show, creating staring challenges, and dressing up like characters of the show. Netflix also employed a kind of stunt marketing as well, back in 2020 when the show "Emily in Paris" was celebrating the release of its third season, they held a red carpet allowing the actors, investors, and general influence to dress up and garner more publicity for the show. During this event, they dressed up the character known as "Thing" from "Wednesday" and showed him off as a foreshadowing of the release of "Wednesday." They continued this marketing campaign in a viral video called "Thing goes to New York" where they controlled an animatronic severed hand and used it to play harmless jokes on the citizens of New York.

    Another thing that Netflix has done to successfully market "Wednesday" is the use of her quips and one-liners on the show allowing them to be used in Tik-Tok audios, gifs, and memes that in turn bring in more viewership to their platform, on Tik-Tok alone garnering over 25 billion views. With this article being a month old, "Wednesday" was at well over 10 million views skyrocketing it into one of Netflix's fastest, most viral shows it has ever seen. I honestly think Netflix's success with this show could have revitalized their dying company, the last time I remember a showing being this popular on Netflix was with the show "Peaky Blinders." Their marketing strategy was a masterstroke in viral marketing, especially with the utilization of popular platforms like TikTok and YouTube. The casting of the young actress Jenna Ortega was also quite brilliant as she had already been gaining more attention with her roles in popular shows and movies like the "Scream" series. Also, the acquisition of the director Tim Burton to direct a show like "Wednesday" was also brilliant because his style is easy to market with the exaggerated features and the already sort of cartoonish look of some of the characters. 


LINKS:

https://adage.com/article/marketing-news-strategy/inside-netflixs-viral-wednesday-marketing-strategy/2461146

https://youtu.be/B479Wc72Bsc

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