Issue #21: Buzzy brand activations this week
Netflix and Pinterest are leaning into experiential.
Happy first day of summer! I’m back from London and Idaho, settling into the sweltering heat of New York today. It barely rose above 60 in either of my destinations last week, so it’s taking me a minute to adjust. The good news is, I’m cat-sitting for my friend Avery’s cat, Chicken, who is the purest form of perfection in this world.
This week, I’m discussing two exciting happenings in the world of brand activations:
Netflix is opening in-person experience venues based off of hit shows.
Pinterest’s Cannes activation is Gen Z’s paradise.
Netflix 🍿
Netflix has announced that they’ll be opening two experience venues in 2025, one in Pennsylvania and one in Texas. Both of them will occupy former department stores and feature shopping, food, and activities based on hit Netflix shows like Bridgerton, Stranger Things, and Squid Game. Let’s not forget the iconic Bridgerton balls of 2022 – these new venues will serve as permanent homes for experiential activations, building off of the success of those previous limited-time-only events.
Last month, an influencer who I follow attended the Bridgerton season 3 launch party in New York. As much as I cringe to admit it, it actually looked pretty fun. Shondaland has crafted such an immersive and compelling Bridgerton world that’s just perfect for an experiential activation.
Then last week, I popped by Liberty London and made my way to the top floor where they also had a Bridgerton activation, complete with a model of the estate crafted entirely out of biscuits.
I think it’s super smart of Netflix to expand the reach of some of their most successful and immersive shows through always-on experiential activations. Opening in King of Prussia, Pennsylvania and Dallas are interesting choices, IMO – we’ll see how those locations perform, but they do offer significant space for large-scale activations and they’re probably a lot cheaper than similar spaces in NYC or LA. However, after seeing the Liberty pop-up, I think Netflix could also continue to experiment with renting out smaller spaces within historic department stores, markets, museums, etc. for a much smaller investment. And, given the rapid trend cycle and number of entertainment options right now, I’m also curious to see how often Netflix chooses to rotate the exhibits/experiences based on their popular shows of the moment.
These in-person venues are key marketing opportunities for Netflix, driving show awareness and providing attendees with an opportunity to engage with Netflix and feel like involved in their beloved shows. And as we know, Gen Z wants more in-person experiences. By creating accessible opportunities for fans to experience the worlds of their favorite shows in real life, Netflix is moving beyond digital to provide Gen Z with the in-person experiences that we’re asking for.
Let’s not forget that season three Bridgerton star, Nicola Coughlan, has graced us with her presence in the most recent Skims campaign. Sabrina Carpenter and now Nicola? Skims is crushing it these days with their campaign talent. And I’m here to say that Netflix’s Bridgerton marketing team might be filling the shoes that the Barbie team left for them this summer.
Pinterest ⛱️
In other activation news, Pinterest once again killed it with their Cannes activation this year (to no one’s surprise). They brought back the Pinterest Manifestival, a four-day event (closing today!) full of creative activities and immersive experiences. This year, they have a tattoo parlor, a jewelry-making station, a collage station, 1:1 color consultations (unclear if this is color season matching or not, someone please advise), and more.
At an event with an endless amount of talks and panels, it’s cool that Pinterest is really leaning into the hands-on activities with their activation, giving Cannes attendees a break from the typical programming. Much like Netflix, they’re ditching the standard digital experiences that their brand is known for and giving people an opportunity to engage IRL.
I’m not sure what Cannes’ attendee age demographics are like, but I imagine that it veers a bit more towards millennials and Gen X, since Cannes tends to attract more senior employees and leadership. The activities at Manifestival are definitely a bit more Gen Z-coded, but in hosting these activities, Pinterest is effectively showing that they understand Gen Z and they know what Gen Z wants. At an event for marketing and creative industries, it’s smart of Pinterest to demonstrate that they’re capable of reaching everyone’s target market. My inbox is open if anyone wants to extend an invite to me next year, I would love to get my first tattoo at Cannes.
See ya next week!