THE CHALLENGE
Netflix wanted to make the launch of Murder Mystery 2 an appointment to view. With Adam Sandler and Jennifer Aniston’s characters heading to Paris on a whim, we saw an opportunity to give Australian fans their own unexpected adventure.
THE IDEA
We turned Netflix and Chill into Netflix and Thrill. One lucky couple would win a whirlwind trip to Paris, but first they had to watch the film on launch night, then arrive at Manly Wharf the next morning with bags packed and passports ready.
HOW PEOPLE ENGAGED
Cryptic clues across radio and social sent fans searching for answers in the film. We transformed Manly Wharf into a slice of Paris, complete with a restaurant façade, a battered van inspired by the movie, an Eiffel Tower replica, caricature artists and macarons. Couples camped overnight before ten finalists raced to arrange film props in the order they appeared on screen. The winners cracked the case and swapped their weekend plans for Paris.
WHAT IT BUILT
An urgent reason to watch on launch night. Fans willing to pack their bags and camp overnight. Widespread social conversation and media coverage, helping Murder Mystery 2 reach the top of the charts on launch weekend.
