Netflix It’s What’s Inside: The Game

Problem

Movie marketing is passive by default. You watch a trailer. You might watch the film. The Netflix release, It’s What’s Inside, presented an opportunity to engage audiences in a new way. Partnering with us, Netflix set out to blur the lines between the world of the film and the viewers' own reality.

Background

The release of the new Netflix film presented an opportunity to engage audiences by blurring the lines between film and reality.

Ambition

To promote the film through an experience that invited people to participate and engage, giving audiences a way to inhabit the film’s world.