Netflix is known for a lot of great programming, but they weren’t known for reality dating shows. So when it was time to announce their slate of new and returning shows, we knew we had to go above and beyond the standard press release. We needed to make an announcement that was worth talking about and sharing so reality dating fans would think of us for their next guilty pleasure.
We made a boyband. We took five of their hottest (and most loved) reality dating show stars and pulled them together into a boyband named N-2-Luv. Then we created a hit new single that unveiled the lineup of shows with its lyrics, and shot a music video of them singing, dancing, and doing whatever else boy bands do to bring it all together. With a cameo from Nick Lachey endorsing the group, it was one part 90s nostalgia, one part Netflix reality dating show in-joke, and all must-watch social content that put our new lineup right in the middle of the social conversation.
The music video launched across Netflix’s social accounts tallying up over 8.3 million views and rallying conversation across reality star's accounts. Outside of social, the singing, dancing, and undulating pulled in over 2.4 billion impressions at a cost of $0.03 per thousand impressions. Not bad for five guys, one song, and a responsible amount of baby oil.