- Netflix is running the primary custom creative campaign for its ad-supported tier in partnership with Geico, in response to news shared with Marketing Dive.
- The effort pairs the insurance firm’s gecko mascot with Leo the lizard, the protagonist of the streamer’s recent animated film “Leo” starring Adam Sandler. The reptilian duo appear together in a 30-second spot that shows the Geico Gecko doling out on-set advice.
- Creative includes TV and online video ads, out-of-home placements and social media elements. The deal shows Netflix adapting a co-branded marketing technique to budding bets on promoting that it views as key to unlocking future growth.
About a 12 months after launching its ad-supported tier, Netflix is experimenting with co-branded partnerships that would appeal to marketers attempting to strengthen the connection between their products and the streamer’s original programming. The “Leo” campaign, which launched Nov. 21 across the film’s release and runs through the tip of December, shows Netflix tapping right into a playbook that’s previously helped drive engagement but with the addition of more traditional commercials.
Past co-branded Netflix marketing initiatives include Domino’s work with “Stranger Things” and Old Spice’s collaborations with “The Witcher.” Geico’s tie-in with “Leo” is different since the ads actually run on Netflix, giving the insurance firm a more direct line to viewers.
“Bringing the long-lasting Geico Gecko along with the brand new reptile on the block Leo, is an incredible example of delivering more entertaining ad experiences for members and more contextually relevant messages for advertisers,” said Magno Herran, Netflix vp of selling partnerships, in a press release. “While that is the primary, we stay up for constructing more of those opportunities for our brand partners and members.”
The recent ads, which were developed with creative studio Framestore and animation experts Animal Logic, depict the Geico Gecko as an on-set consultant giving his scaly peer Leo suggestions, including vocal warmup routines and finding the appropriate lighting for a shot. Leo, who’s portrayed as an advice-giver in the movie, eventually laments that he’ll should stand up early to repeat the method the following day.
“Leo” stands as the most important debut for an animated film on Netflix, attracting 34.6 million views inside six days of premiering. The Adam Sandler vehicle landed on the front of the pack for the service’s English-language top 10 list.
Netflix striking more involved promoting partnerships follows recent leadership shakeups. Jeremi Gorman, the corporate’s former global ad president, departed in October after joining Netflix to assist construct out the ad-supported tier. Netflix’s pivot to promoting after years of balking on the prospect of carrying commercials has been speedy and never without its snags.
Netflix’s ad-supported tier earlier this month reached 15 million energetic monthly users, the streamer said. The offering is a priority for Netflix as the main focus in the streaming category shifts from subscriber growth to profitability. Netflix has stated that revenue derived from ads just isn’t yet material to its overall results, though it has indicated the cheaper plan has seen momentum in recent months, with membership up about 70% quarter-over-quarter in Q3.
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