Netflix France launched a promotional Orange is the Nw Black stunt, giving fans the chance to have their portraits featured both on a digital and actual wall
As a part of its latest marketing effort for the upcoming season five of “Orange Is The New Black”, which launched on June 9th, Netflix France teamed up with digital agency MNSTR and launched the promotional stunt ‘OITNB Wall’ that engages fans both online and offline. On a dedicated microsite, fans can submit portraits, which then are being displayed on a digital wall and have the chance to become part of collaborative paintings on actual walls across Paris.
Launched on June 1, 2017, the microsite www.oitnb-wall.com is accessible on both mobile and desktop devices. However, uploading pictures is only possible for mobile users.
After uploading or directly taking a picture, users can choose between a number of vectorized versions. The images can then either be downloaded or shared across social media and WhatsApp. The whole initiative is accompanied by the slogan ‘Stand Up!’, a reference to what will happen in the upcoming season. Previously, Netlix has assigned a number of artists to paint murals across the US, which were both a tribute to a character that passed away and a teaser for the new season since those murals also included the tagline ‘Stand Up!’.
All of the user-submitted images are being featured on a digital wall within the site. Fans even have the opportunity to search for their personal image by providing a code that was sent to them via email after uploading their photo.
From June 1 through June 13, several street artists will set up orange walls across Paris. As of June 8, fans can then head to the two different locations to see if their image is among the hundreds of portraits to be featured alongside their favorite OITNB cast members. Submitting pictures for the chance to be chosen for the real-life portraits is possible until July 15.
Matthias Puschmann is the Managing Director and Cofounder of VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing. These posts are based on their platform VAST BUZZ which contains thousands of these cases studies.