NETFLIX + THE CIRCLE
DIGITAL STUNT
In the Netflix reality TV show The Circle, contestants win money for being popular.
So, to drum up some buzz and play off the premise, we found a creative way to literally pay viewers to friend us.
It started with a simple tweet and a digital OOH board in Times Square that implied if you friend The Circle on Venmo, it might just pay off—literally. Users who followed the account were sent actual money along with tune-in messaging for the show. And because we were now friends with these people, we could send them reminder messages by sending them small amounts of money whenever we wanted.