From the Season 1 bridge to Season 2 campaign, I have been deeply involved in the 360 marketing, collaborating closely with the Netflix team to craft impactful, delightfully macabre creative that stirred anticipation and built momentum for the Season 2 launch and sustained fan excitement through the second batch of episodes release.
Season 2
360° MARKETING
360° MARKETING
-
Owning social content production, spearheading a fan-first broadcast channel, and round-the-clock community management.
-
Idea development and content production from partnerships with TikTok for a unique hub including easter egg assets to collaborations with Pinterest, Nextdoor, and Taskrabbit.
-
Introducing ThingTok in Season 1 bridge and pushing Thing’s agenda for Season 2 launch, development of scripting and overall shoot production.
-
An in-world filter for TikTok and Snapchat bringing Wednesday black tears and premonitions to life and bringing the excitement of returning to Nevermore Academy to Mall of America with back-to-school photos.
SOCIAL VOICE
Social Production
For Wednesday Season 2, Trailer Park Group expanded its partnership with Netflix to deliver standout social, digital, and experiential assets. Leveraging our deep understanding of Wednesday’s deadpan tone and Thing’s mischievous charm, we collaborated closely with the Netflix team to craft impactful, delightfully macabre creative that stirred fan excitement and built momentum for the Season 2 launch.
Ahead of the Season 2 premiere, we launched a fan-first broadcast channel. Transition the voice from the Nevermore Academy headmaster to being hacked by the stalker, Agnes, the broadcast channel garnered members by the Season 2 finale.
Broadcast Channel
Partnerships
Our creative lived across the internet. Lurch and Thing visited LAX to pick up Wednesday, Nextdoor revealed what it would be like to have the Addams family as (chaotic) neighbors, Pinterest shared morbid home and beauty inspiration, and Taskrabbit showed off Thing's handy-man skills.
During launch week for both Part 1 and 2, searching for Wednesday on TikTok would drive users to the custom hub that highlighted the series, key cast, hidden search and comment easter eggs, and challenges that would unlock unique profile frames.
Wednesday’s Premonition Filter
One of the challenges involved a bespoke filter for TikTok and Snapchat. Users were prompted to tilt their
head back, emulating Wednesday’s visions, triggering the iconic black tears. Thing’s *snap, snap* cued one of several morbid premonitions. This was promoted with main talent on socials.
Of the estimated visits to Mall of America,
approximately half visited the Rotunda and experienced the activation. Over photos
captured in 2 days
and share rate across social media
