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.
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.
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.
