The campaign is also implementing several other out-of-home elements, including subway stations in Spain and Brazil getting Queen Charlotte makeovers and Netflix unveiling its first 3D billboard in Times Square.
“The 3D billboard allows us to react in real-time and respond to fans and the things that they’re saying,” Gillyard said.
In pre-launch alone, the campaign brought in nearly 600 million impressions.
“It’s a combination of the talent handles, the social handles and our global Netflix broader channels,” Gillyard said. “We reach over 850 million followers globally, so we do have expectations around those numbers being significant, for sure, but it’s just a response to the way that the fans love the title.”
And as fans continue to react and watch the series, expect the campaign to evolve.
“We definitely have preplanned campaigns. I call it being proactively reactive,” Gillyard said, adding, “We have an incredible creative team and it has the ability to just react very quickly around planned moments and unexpected moments.”
This strategy could be seen in terms of Jenna Ortega’s viral dance from Wednesday. Netflix already had an “inkling” this would be a big moment, but the platform helped it reach new heights with the likes of Lady Gaga getting involved with her own version.
“As we saw it going, yes, we immediately responded. We fueled the fire. We had a relationship with Gaga, reached out to her, she reshot her version of it, and we just continued to respond in real-time the way that the fans were responding to it,” Gillyard said.
If anything, the Bridgerton fanbase can expect campaign responses fit for a queen.
“It comes through in a lot of the different ways in which we market if you think about the viral video for Wednesday or the global stunt for Stranger Things—we opened portals to the Upside Down in 15 markets around the world—or the way we showed up for Outer Banks,” Gillyard added. “We’re trying to be very specific to create moments that are truly authentic.”
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