THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

‘Your Place or Mine’

Entered in Entertainment, TikTok

Objective

Netflix was releasing its newest romcom, Your Place Or Mine, starring Reese Witherspoon and Ashton Kutcher, and wanted to promote the film in a new and unique way using social and traditional media. DIVE Billboards alongside partners Movers+Shakers were tasked with generating conversation, sparking engagement on social media, and fueling a marquee moment for the film’s launch.

The mission of the campaign was clear: Netflix wanted to generate electrifying buzz and stimulate engagement and excitement around its latest film, starring Reese Witherspoon and Ashton Kutcher.

 

Strategy

To promote the release of Netflix rom-com “Your Place or Mine,” we used our prowess in curating social user-generated content onto digital billboards for the "Tell Them You Love Them" campaign. 

To launch the campaign, Reese and Ashton invited TikTokers to “shoot their shot” and make a TikTok expressing their love to someone in their life using the #YourPlaceOrMine hashtag. Netflix then launched an Industry-First TikTok 24 hour LIVE digital Billboard Takeover, bringing over 70 user-generated TikToks onto a Times Square billboard. Drawing inspiration from the zeitgeist of TikTok, we blended the platform with the IRL energy of Times Square.

 

With the DOOH activation serving as a live content feed, to cap it off, one lucky couple was then flown to New York to have a SURPRISE engagement in front of a video montage of their relationship being played on a billboard in Times Square, creating a live Rom Com moment…just like they do in the movies! 

The campaign seamlessly merged social media with the grandeur of digital out of home (DOOH) advertising and a IRL moment for Netflix on one of the world’s biggest stages.

 

Results

The campaign drew a staggering 87 million views across the #YourPlaceOrMine hashtag and over 30 million views across campaign content. It also hosted 77 user-generated videos, putting consumer content onto the global stage. This work bridged the gap between virtual and real-world engagement via DOOH. The campaign fused social and influencer content with an industry-first 24-hour billboard takeover, echoing the film’s themes of love, joy, and connection, giving the public their own Rom Com moment on the streets of Manhattan.

Media

Entrant Company / Organization Name

Dive Billboards, Netflix

Links

Entry Credits