Netflix: The OBX Gold Hunt

To hype the launch of Outer Banks Season 3, Netflix wanted to make everyone feel like a pogue. So we challenged fans with an IRL and digital gold hunt - just like John B. The dual channel execution allowed guests across the US to participate in show inspired challenges to enter to win tickets to the inaugural Poguelandia Music Festival in Huntington Beach, CA. Popping up in Raleigh, NC and Jacksonville, FL, the gold-hunt activation tasked fans with three over the top show inspired games. Every contestant walked away a winner with branded swag. But four winners per city took the ultimate treasure - a trip for two to Poguelandia. Running concurrently, the OBX Gold Hunt microsite featured quick hit information on the festival and exciting digital puzzles. Visitors who solved each puzzle were automatically entered to win the festival grand prize as well. To drive buzz, attendance and visitors, Netflix deployed an omni-channel promotional plan that leveraged O&O channels, influencers, paid media, PR efforts and organic social.