Since propagating the binge-watch culture that’s changed the television industry forever, it’s clear that Netflix fans love stories. In their press release titled “Spoiler Alert! Its Ok to Spoil,” Netflix gives the fans what they want by turning an issue that the majority of their audience faces into content that tells a story and engages the viewer emotionally.
Social circles everywhere are falling apart because of the friends who are prone to (or secretly enjoy) giving away spoilers to popular television series. Netflix used this premise as a focal point for their story and conducted a research study to determine all the ways that people tend to spoil TV and why.
Given that visitors to Netflix.com aren’t usually there to read up on company news, but rather to engage with the product itself, the press release acts a messenger to drive awareness of the research results. Here’s why this release is so effective:
A shareable headline: A simple, enticing title clearly states the issue that this press release is addressing and inspires readers to click
A visually compelling and humorous video: With its purely digital format, cross platform accessibility and bargain price point, no brand is quite as synchronistic with millennials as Netflix. A new study by Havas shows that millennials want branded content as part of the online experience, 6 in 10 millennials reporting that brands play a key role in offering content they can share on social media. The embeddable video infographic delivers the content in the format that this audience prefers.
Since 100 hours of video are uploaded to YouTube every minute, it’s not enough to push out this video on a single channel or even across social media channels and expect it to compete for attention equally against the latest viral videos or emerging artists. This press release helps drive visibility and discoverability for the video infographic.
A compelling story: The different types of spoiler personalities act almost as characters in this story that the reader can emotionally identify with. Highlighting those in bold bullet points toward the end of the release draws the reader’s eye toward the bottom to answer this very important question: “What type of spoiler am I?”
Ellen Degeneres is clearly a “Coded Spoiler” as seen in this tweet:
A call to action: Readers are driven back to the company’s YouTube channel to watch the video. These actions are important signifiers of quality content in search algorithms.
The release on PRNewswire.com was even hyperlinked in New York Magazine’s online coverage of the study, proving that journalists are on the lookout for interesting stories via press releases. Much like the Netflix user experience, the company employed storytelling and a cross platform communications approach to make their content more accessible to their audience. Kudos to Netflix on a great story and a great release!
Leave us a comment below and tell us, what type of spoiler are you?
Author Shannon Ramlochan is the Content Marketing Coordinator at PR Newswire. Follow her on Twitter @sramloch.