MOST SHOWS LAUNCH WITH A BUNCH OF NOISE.
FOR THIS NETFLIX ORIGINAL, WE WENT STEALTH.

NO LEAD UP.

NO HYPE.

JUST A FEW MYSTERIOUS QUESTIONS… FOR NETFLIX’S 2.5 MILLION TWITTER FOLLOWERS:

Tweets.gif
 

ONCE THE FANS WERE HOOKED,
WE REALLY let THEM have it.

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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. 

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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.

Click the grid to see it live >>

 

 

 

 

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