Birds Review Bird Box
Netflix gets in on the joke and creates buzz and record-setting engagement by having birds actually review the movie.
It became a phenomenon showing the power of BIRD of mouth.
Netflix are the go-to destination for binge-worthy TV series and had also just started making big, blockbuster movies. Bird Box was their new scary thriller, fronted by Hollywood favourite Sandra Bullock and we needed to deliver a massive launch.
WHAT WE DID
To generate an Unfair Share of Attention, we decided the birds were key to success and so we transformed real birds into movie critics and asked them to review the film. We made short videos of the birds’ reactions watching the film for the first time and disrupted consumers’ social feeds with this unexpected content.
conversations on Instagram
viewers streamed by Week 2