A year after Netflix launched its ad-supported tier, the streamer is confident enough to explore custom co-branding creativity on the platform and offer brands new ways to reach additional audiences – something marketers have been clamoring for since the tier’s launch have searched .

Netflix has teamed up with Geico for a co-branded creative that brings together the Geico gecko and the titular character of the animated film Leo. Geico’s renowned agency The Martin Agency led the campaign.

The campaign started on November 21st alongside the launch of Leo and runs until the end of December. It features a custom 30-second spot featuring Leo (voiced by Adam Sandler) hiring the Geico gecko as an on-set consultant for the lizard’s new Netflix film.

“For years, we have worked with respected brands on creative campaigns that reflect the entertainment value of Netflix’s intellectual property. With our ad-supported plan, we can now offer brands the ability to run these campaigns through our service,” said Magno Herran, vice president of marketing partnerships at Netflix, in a statement.

The campaign also includes out-of-home and social assets, including a social campaign featuring the two reptiles on a coffee walk.

Although it is the first co-branded campaign to run on the ad-supported tier, Netflix has a long history of partnering with brands. The streamer hired Will Ferrell for a General Motors co-branded Super Bowl spot earlier this year. Other partnerships include Domino’s and Stranger Things as well as Old Spice and The Witcher.

Earlier this month, Netflix announced that its ad-supported tier had reached 15 million monthly active users worldwide. That was an increase of five million since Netflix last announced its ad tier active users when the company completed its pre-release release in August. Last month, Netflix advertising chief Jeremi Gorman left, and longtime executive Amy Reinhard took over the role of advertising president.

Since launching in 2022, the streamer has expanded ad formats to include 10-second, 20-second, and 60-second ads; expanding its advertiser categories to include dating, advanced financial services and pharmaceuticals; and enables more targeting features. Binge ads will be introduced in 2024, as will QR codes.

Earlier this month, Netflix livestreamed its The Netflix Cup golf tournament, which featured sponsors such as T-Mobile and Nespresso. Other brands participating in the promotion include Frito Lay’s Smartfood as the title sponsor for Love is Blind, and Moment Sponsorships, which provide cultural moments for advertisers to participate in, will also begin rolling out later this year in the U.S. worldwide Coming out in 2024.

Source : www.adweek.com

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