Netflix Makan Angin
8. Brand Experience & Activation Kancils [8.3 Best use of events & live experiences]
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Links:
Product/Service:
Netflix
Client:
Netflix Malaysia
Brief:
'œBlack Knight' is a Korean sci-fi series with a killer premise: in a post-apocalyptic future, breathable air is controlled by the evil CheonMyeong Group. People either get bottled oxygen from delivery men, or suffer deadly toxic air. To launch this title, Netflix Malaysia wanted to provide an experiential taste of this premise, so Malaysians could feel what it's like to live in a world without air.
Solution:
Introducing #NetflixMakanAngin, an on-ground experience that highlighted the show's premise of air as a consumable commodity. In Malay, 'makan angin' refers to a leisure activity, but literally translated it means 'eat air.' Unsuspecting local influencers were invited to what they thought was an exclusive fine-dining event, only to be served air as the main course.
The event was brought to life through an ambitious combination of set recreations, costumes, props, fight choreography, pre-shot footage, special effects, and live performances all meticulously planned, choreographed, and timed to split-second perfection to create a truly immersive in-world experience in real-time. The influencers then posted about it on social media, and combined with recap videos, the nation discovered this experience... and the Netflix show too.
