Netflix Series NFT Marketing Campaign
This is a Robbery
On Saint Patrick’s Day, in 1990, two unknown assailants broke into the Isabella Stewart Gardner Museum and stole 13 artistic masterpieces worth $500M. Works from artists like Rembrandt, Degas, and Vermeer vanished; only their empty gold frames were left behind.
30 years later, Netflix partnered with Emmy award-winning filmmakers, Colin and Nick Barnicle, to tell the story of This is a Robbery, the world’s biggest art heist.
Competing against a slew of title releases, Netflix needed a social-led, digital campaign to get the title to the top of the streaming platform. That’s where we entered the scene.
Last winter, NFTs blew up when Beeple made history, selling his digital art through Christie’s Auction House for $69M. Brands were eager to capitalize on this emerging technology, but the crypto-community was highly skeptical of any commercial presence entering the space.
We saw a strong connection between NFTs and This is a Robbery, and believed that with the right activation, Netflix could be first to the scene and show up in a truly authentic way.
With one month to execute in uncharted and unfamiliar territory, we scoured NFT communities on Clubhouse to seek key micro-influencers minting art on the blockchain.
We tapped 13 digital artists to reimagine the 13 stolen masterpieces, and participate in an unprecedented group auction.
BaugasmInstagram Link To NFT
Simulation LabInstagram Link To NFT
KhaledInstagram Link To NFT
REOInstagram Link To NFT
Shaylin WallaceInstagram Link To NFT
Dope PopeInstagram Link To NFT
Kira-X23Instagram Link To NFT
Hilly HDInstagram Link To NFT
Nina HawkinsInstagram Link To NFT
Andre OsheaInstagram Link To NFT
ChelseaScreennameInstagram Link To NFT
TankussInstagram Link To NFT
Leonardo VitiInstagram Link To NFT
All 13 micro-influencers simultaneously announced their partnership with Netflix to excite fans.
Along the way, the filmmakers saw their NFTs and amplified the campaign.
thisisarobbery.gallery displayed all 13 NFTs in one location, and linked to the artist’s pages to auction off to the highest bidder.
The auction culminated during the first Clubhouse event for Netflix nonfiction, co-moderated by the filmmakers and the 13 digital artists.
“It’s like the largest wanted poster in the world, right?”—Colin Barnicle, director
The Pay Off
The campaign effectively connected a global brand to an emerging and commercially skeptical community.
100% Postive Sentiment
1st NFT ACTIVATION
FOR AN ENTERTAINMENT PLATFORM
1st ART AUCTION
1st CLUBHOUSE ACTIVATION
FOR NETFLIX NON-FICTION