In 2013, a quarter of Brits said they spend more time watching media through ‘on demand’ services than they did watching traditional TV. More than one in ten (12%) admitted that they were reliant on the internet and modern devices to entertain their family, with a fifth claiming that they ‘couldn’t live’ without today’s technology. On-demand content provider, Netflix, teamed up with The Relations Group to inform listeners of the current trends in media technology and consumption and what the next 12 months could have in store.
To achieve this aim, Netflix sought the help of TV presenter and media personality, Zoe Ball, to discuss how the trends of family entertainment have changed and what developments viewers can expect over the coming year. To maximise the campaign’s reach, Netflix also ran on-air competitions, giving away a 6-month subscription to Netflix as a prize for lucky listeners. Zoe received great feedback from presenters and the prize proved popular amongst both producers and listeners keen to jump on the technology bandwagon.
Campaign in Numbers:
Netflix’s campaign secured a weekly reach of 9.3 million listeners with 2 hours 44 minutes’ worth of coverage.
Netflix’s campaign secured a total of 26 items of coverage (including 2 national and 6 BBC Radio stations) across the United Kingdom.