AsiaPop ComicCon brings together Hollywood entertainment stakeholders (HBO, Disney, Marvel) with local industry celebrities and influencers under one roof. Netflix aimed to dominate the event as one of its debut activations in the Philippines and win over the hearts and mind of Filipino entertainment lovers to break the market.

Strategy
To let audiences live the Netflix story rather than just watch it, and to ensure that every touchpoint incorporated a surprise that would inspire guests to share their experience and create excitement to “See What’s Next” with Netflix.

Experience Summary
An interconnected space made up of Netflix’s flagship titles. Fans would step inside each space full of sharable moments and discoveries, where each room opens up new Netflix worlds and environments, allowing them to fall seamlessly from one show into another.

Execution
The fan experience began in Netflix Square—a grand red-carpet area with two massive LED screens which showcased exclusive trailers of upcoming Netflix titles and a running update of social shares from fans. Stepping through the iconic Netflix “N”, fans were transported into Defenders Street, a 30-metre long New York street set which served as an avenue into the immersive worlds of Netflix’s most popular titles.

From here, fans could step into the Byers’ living room from Stranger Things and relive the iconic Xmas lights scene, or pick up the phone to listen to Will’s pleas for help. Fans also got to crawl into the Upside Down to face off with the Demagorgon. They could then climb through the back of the Hawkins Lab van (Stranger Things) and emerge on a prisoner transport van to enter Litchfield Penitentiary (Orange is the New Black). At Litchfield Penitentiary, they got to transform into their favourite characters, complete with eyeliner tutorials, DIY duct-tape slippers and their very own mugshots - activities taken from the series. Fans could also step into Pop’s diner (Riverdale) to enjoy a milkshake, check out fan trivia on the jukebox and capture iconic photos. Each installation flowed from one to the other, showcasing the best of each series and demonstrated how Netflix connects fans from one great show to the next.


Results:
Attendance:
•45,000 attendees at AsiaPOP of which 12,000 people walked through the Netflix experience

Social:
•39,389,400 people reached across Facebook, Instagram, Twitter
•Brand mentions increased 29% over the event weekend
•On-ground posts from influencers achieved over 454,949 engagements, generating close to 902,500 video views

PR (Publicity + Consumer PR):
•Netflix press coverage increased by more than 100% around Netflix in Philippines over the event weekend


Role: Content Producer (2017)
Responsibilities: managed production of all video, digital and audio content featured in the experience (including fan generated content on site) as well as all print and graphic production.

Role: Associate Producer (2018)
Responsibilities: managed all content production plus local agency teams and suppliers sourcing props and actors, as well as production and delivery of key photo experiences