In the campaign “Taking the Bite out of the Binge” Netflix uses the lack of a preexisting definition of binge watching to create a campaign that shows a favorable light on the term. After using two studies from two organizations as secondary research, Netflix conducts it’s own primary research to better understand how Internet streamers watch TV in the U.S and Canada. The reactive campaign is a research campaign designed to generate publicity as a strategy. The strategy was to address why consumer behavior had changed drastically on the way they consumed entertainment context, and how binge watching has been constructed as the new normal. The campaign was based primarily on the biased opinion on a company that could only gain from the positive
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There are no clear objectives mentioned in the strategy portion of the campaign, but measurable objectives are included in the evaluation portion of the campaign. Impact Objectives: (Informative) “Generate awareness around Netflix’s TV content and position company as creator of binge watching behavior,” (Attitudinal) “Reposition binge watching from fringe extreme behavior to mainstream, moderate, and most importantly positive behavior,” and an Output Objective “Drive “quality” message within media coverage pulling through key campaign elements” (MSLGROUP). These objective do not have a time frame, and not really measurable. One of Netflix strategies, which could be seen as a goal, “Partner with a cultural anthropologist to answer the question Why and serve as third party expert, “face and voice” of trend (MSLGROUP). The company partnered with Grant McCracken. McCracken conducted qualitative research by interviewing 34 TV viewers in the U.S and Canada to “explore their changing TV behaviors” (MLSGROUP). The strengths of the research are that it provided a rich understanding of individuals within two countries that uses Netflix services. In an article from Frobes.com, McCracken stated, “binge viewing is done by all viewers, regardless of age, background, part of the country (McCracken). With everyone binge watching, one could see a weakness in the qualitative research, because it only asked adults 18 and
There are no clear objectives mentioned in the strategy portion of the campaign, but measurable objectives are included in the evaluation portion of the campaign. Impact Objectives: (Informative) “Generate awareness around Netflix’s TV content and position company as creator of binge watching behavior,” (Attitudinal) “Reposition binge watching from fringe extreme behavior to mainstream, moderate, and most importantly positive behavior,” and an Output Objective “Drive “quality” message within media coverage pulling through key campaign elements” (MSLGROUP). These objective do not have a time frame, and not really measurable. One of Netflix strategies, which could be seen as a goal, “Partner with a cultural anthropologist to answer the question Why and serve as third party expert, “face and voice” of trend (MSLGROUP). The company partnered with Grant McCracken. McCracken conducted qualitative research by interviewing 34 TV viewers in the U.S and Canada to “explore their changing TV behaviors” (MLSGROUP). The strengths of the research are that it provided a rich understanding of individuals within two countries that uses Netflix services. In an article from Frobes.com, McCracken stated, “binge viewing is done by all viewers, regardless of age, background, part of the country (McCracken). With everyone binge watching, one could see a weakness in the qualitative research, because it only asked adults 18 and