CHALLENGE:

The first TV Upfront was held in 1962. Sixty years later, the industry was still following the same predictable pitch.

But Netflix isn’t like every other network, so its first-ever in-person Upfront couldn’t be like every other Upfront.

Advertisers come to Upfronts to work. But they come to Netflix as fans.

IDEA:

We treated advertisers like the fans they are. "Experience More" invited advertisers to leave their seats and explore a fully immersive Netflix universe, with over a dozen titles brought to life.

Bridgerton Ball: A ballroom filled with florals, dancers, a string quartet, and regency-era poetry, a window into the scale of Netflix's consumer products business.

Squid Game: Heart-pounding games of Red Light, Green Light, proof that Netflix's live experiences extend well beyond the screen.

WWE: A Glambot photo op inside a wrestling ring, putting Netflix's new live sports content front and center.

Stranger Things: A walk through all five seasons of the show, proof that Netflix IP only grows with time.

Netflix Sports: A locker room experience where brands could explore Netflix's expanding sports programming.

Netflix Bites Café: A tasting experience featuring food inspired by Netflix's advertiser offerings.

Every element tied back to an advertising insight, proving that Netflix isn't a platform where brands follow culture. It's where they shape it.

RESULTS:

• 150%+ increase in Upfront ad sales commitments over 2023.

• 1 hour and 20 minutes: The average time guests spent inside the experience.

• Major press coverage: Featured in Variety, LA Times, Deadline, Ad Age, Adweek, and more.

• “The real pitch was the way Netflix can connect brands to culture.” - Parker Herren, Ad Age