Netflix - Wet Hot American Summer

The Ask:

Netflix tasked Ignition Interactive with creating a digital launch campaign for the "Wet Hot American Summer" series, aiming to rekindle interest among existing fans, re-engage lapsed viewers, and attract new audiences, two decades after the original film's release.

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The Answer:

As the lead creative director and strategist at Ignition, I developed and pitched a campaign that immersed fans into the quirky, surreal world of "Wet Hot American Summer." The strategy revolved around presenting the series' setting as a tangible, interactive experience. Key to this was a lo-fi promotional video styled like an old VHS tape, evoking nostalgia and emphasizing the time that had passed since the original film, thus reawakening interest in the franchise.

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The Result:

The launch campaign, especially the VHS-style video, was a major success, amassing over 2 million views and generating significant social media buzz. This innovative approach led to increased anticipation and viewership for the series’ debut weekend. The campaign also garnered positive coverage from major press outlets such as Mashable, Vice, Collider, and Deadline, significantly boosting its visibility and engagement.