MOST SHOWS LAUNCH WITH A BUNCH OF NOISE.
FOR THIS NETFLIX ORIGINAL, WE WENT STEALTH.
NO LEAD UP.
JUST A FEW MYSTERIOUS QUESTIONS… FOR NETFLIX’S 2.5 MILLION TWITTER FOLLOWERS:
ONCE THE FANS WERE HOOKED,
WE REALLY let THEM have it.
To crank up the volume, we took the wheel of Netflix’s Instagram Stories and dropped some of the most gripping moments in The OA.
And when fans couldn’t handle the mystery anymore, we unlocked the craziest Instagram grid you’ve ever seen, riddled with hidden puzzles, messages, and clues for an added second-screen dimension to a show about inter-dimensional travel.
THE SOCIAL CONVERSATION WAS DEAFENING.
WE CULTIVATED A RABID FANBASE.
To keep the momentum going, we engaged our growing fanbase by chiming in on their conversations when they least expected it.
Swipe through for some of my favorite fan interactions.
And the accolades came tumbling in, with:
hundreds of thousands of Facebook mentions
100k followers on Instagram
A whopping 1.2 BILLION impressions on Twitter
Dozens of media mentions
And even an a couple industry awards
CD: Katherine Auguston
ACD/writer: Yours truly
Lead designer: Cody Duma
Jr copywriter: Monica Sagowitz
Jr art director: Helen Torney
Strategy: Caroline Tseng, Sean Aaron
Community Management: Lauren Gary
Production: Talia Nutting
Client: Steven Avalos