Overview

The Witcher is a book series, game series, and now Netflix show that has an enthusiastic fan base and following. For Netflix, the Witcher has the potential to be the next Game of Thrones culturally and they aim to create a full universe for fans to enjoy.

As a way to celebrate with fans and release a lot of sneak peaks and new information, Netflix teamed up with the Witcher games developer CD Projekt Red to host a digital Witcher event: WitcherCon.

Objectives

Netflix's ambition with the first WitcherCon was to get as much visibility as possible and to drive conversations and fan excitement online.

Outcomes

The social campaign leading up to the event got millions of impressions, tens of thousands of retweets and set reddit on fire with fan theories. The event saw great engagement with more than 2 mil concurrent viewers across Twitch and YouTube

Role

Lead Strategist

Strategy defining the social activity leading up to the event and defining best practice for digital events

Activities

Messaging framework, social rollout calendar, creative briefing, influencer briefing

Team

Production: Celeste Acosta, Sam Hall, Romy Schneigansz
Creative: Vincent Quack, Maria Biryukova
Copywriter: Lisanne Stollman
Design: Jennifer Weber
Animator: Maxime Inden