This document outlines Netflix's communications plan to build demand for its online streaming service. The plan has four phases: press events to introduce new partnerships and services, television and print advertisements to promote tutorials and competitions, social media updates, and a Super Bowl commercial. The proposed budget is over $5 million, which will be used for advertisements, competitions and prizes, press activities, and evaluating the campaign's reach, engagement, and impact on public opinion.
19. Calendar
Jan Feb March April May June
VIDEO COMPETITION
PRESS CONFERENCE
VIDEO COMPETITION
TUTORIAL ADVERTISEMENTS (TELEVISION / NEWSPAPER)
2012 COMPETITION
WINNER
CINEMA ADVERTISMENTS & PROMOTION
UPDATES THROUGH SOCIAL MEDIA
Netflix Campaign Plan
6 Month Project