Netflix wanted “The Crown” fans to celebrate the holidays and the show with their families in true royal fashion. After a two year absence, The Crown was returning for its third season. The new season was set in a new era (the 60’s & 70’s) and it has a whole new cast that needed to be introduced. The box was a fun way to help bring the show back to the forefront of conversation for the fans and to introduce them to new elements of the show. We teamed up with Netflix to create a custom box inspired after the Queen's daily dispatch box. The box featured, a royal invitation, shortbread, a custom cocktail, royal stationary and a photo frame. The week before the release of Season 3, word about the box was spread on Twitter. Fans could reply to “The Crown” Twitter account with #thecrown and #promotion to claim their own box.
Once the call to action was released on Twitter, in short order #TheCrown was the number 6 trending hashtag on Twitter. Our entire stock of boxes were given out within 2.5 hours. The fans adored their gifts and shared all about it on social, garnering 1,656,333 Twitter impressions!
-AGENCY: TOOL -CLIENT: NETFLIX -ROLE: CREATIVE DIRECTION & STRATEGY