ABOUT THIS ENTRY
Netflix is best-in-class at original entertainment that spans generations in appeal—and “Sonic Prime,” the latest entertainment release featuring the iconic Sonic the Hedgehog, is no exception. Getting viewers excited through a brand awareness push meant reaching out to everyone from nostalgic millennials to lifelong geek culture devotees to families of kids who are just learning about Sonic for the first time.
Sonic Prime introduces a new interdimensional concept called the “Shatterverse,” and as Sonic travels through it the animation mimics the shattering of glass or ice. That gave Netflix the idea to create a digital out-of-home experience that literally used ice as its medium. This brought them to ice hockey, where Sonic’s speedy travel recalls players zipping around on ice in the action-packed sport. The concept: Bring Sonic to an NHL game and create an experience where it really looks like there’s a 3D blue hedgehog on the ice.
How does this represent “Excellence in Engagement”?
Historically, advertising in live sports arenas has required purchasing a sponsorship for a full or half season, which is less than ideal for a movie or TV show release. But professional sports leagues had lost massive amounts of money due to COVID-19 closures, and as fans returned, leagues and arenas became more amenable to finding innovative new forms of brand partnerships to make up for lost revenue. With live sports fans back in full force by 2022, this gave Netflix an opportunity.
This activation showed off the cutting edge of fan engagement, considering that NHL arenas have only just begun to upgrade their technology to accommodate digital advertising (and digital on-ice entertainment in general), and only about a third of the arenas can handle an experience of this caliber so far.
In addition, the campaign showed how live activations can boost their scope through the use of social media and professional video, turning an in-person moment into an easily re-shareable clip that can excite audiences—and boost awareness of the host teams—on platforms like YouTube, Twitter, and TikTok with the help of top influencers.
Organizations
- Wieden + Kennedy
- draftLine
- AB Media
- 3PM
- 160/90
- Synergy
Credits
Jonathan Viola
Series Marketing
Netflix
Isabella Kursman Neri
North America Marketing
Netflix
Laura Kelly
SVP, Group Director
Mediahub
Hayley Gilbert
VP, Group Media Director
Mediahub
Sophie Turner
Associate Media Director
Mediahub
Kaitlyn Decker
Media Supervisor
Mediahub
Gareen Mehserdjian
Media Planner
Mediahub
Andrew Chang
Assistant Media Planner
Mediahub
Simeon Edmunds
SVP, Creative Director
Mediahub
Alexis Westin
Associate Director, R+D Lab
Mediahub
Madison Brinser
Senior Media Creative
Mediahub
Rhianna Jones
Senior Media Creative
Mediahub
Lacey Nein
Creative Technologist
Mediahub
Brenda Barnigab
Media Creative
Mediahub
Madee Lwin
Associate Media Creative
Mediahub
Larry Hester
Associate Media Creative
Infillion
Michael Colella
SVP & Executive Producer
Infillion
Troy Kehoe
Principal, Client Partnership
Infillion
Nicholas Black
Director, Customer Success
Infillion
Hannah Kim
Sr. Designer, Graphics & Motion
Infillion
Nicolas Prieto
Sr. Creative Director
Infillion
Pedro Ramirez
Art Director
Infillion
Charles Adelman
Head of Infillion Labs
Infillion
Celebrate in NYC
Join us for the 5th Hashtag Sports Awards™ on the evening of June 14, 2023 as we celebrate finalists and reveal the winners of this year's awards live during the show.
