Social video on Twitter and Facebook.
Instagram posts featuring Netflix couples.
A day before the special launched we revised the teaser spot to include a surprise ending.
To continue the conversation around Tamborine in the days post launch, we hacked Instagram Stories to create a virtual "concert" that allowed users to feel like they're playing the tambourine by tapping their thumbs back and forth on the screen to get new stories and new tambourine sounds.
Netflix wanted to build buzz for Tamborine, Chris Rock's first standup special in ten years, but they didn't want a traditional campaign. Instead, they wanted a cryptic tease that would keep people guessing until the special dropped on Valentine's day.
We started with a moody black and white teaser film that ran during SNL, cryptic OOH that asked the question, "Will you play?" and a bunch of social posts and videos.
This lead to tons of guesses online as to what Netflix could be up to. My favorite guess was someone who thought Tamborine was a new series about William Booth and the founding of the Salvation Army. Close, but no.
Also, we're not spelling Tamborine wrong. I mean, we are, but that's the way Chris wanted to spell it. After the Prince song.