GEEKED WEEK 2024 - "FANDOM IS FOREVER."

Roles: Client (Campaign Lead), Conceptor: Geeked Goodies + Hall of Fandom Awards

Results: Most Viewed & Shared Geeked Week Ever (500MM+ Impressions), Clio & GEMA Award Noms for Best Brand Promo

Geeked Week is a Netflix celebration of geeks from all our biggest fandoms. Think an online Comic Con just for Netflix. I led all strategy, creative and marketing for Netflix’s first live and in-person version of the yearly event in its fourth iteration. We put fans first and foremost and gave them the biggest platform we could think of: our own livestream.

In past years, the show had felt very one-way, but we invited our fandom to participate in new ways. From awarding our biggest fans chosen by fans live to handing fan artists the reins to our marketing design, from giving away swag online & IRL in fan trivia contests to letting fans choose a new Netflix profile icon on service, we truly proved that Netflix fandom is forever.

Watch the full livestream from Atlanta here.

TRAILERS

In all of our marketing we gave fans a platform, putting fan art, cosplayers, and more front and center in the hype. Those featured shared the content across their profiles, generating the most impressions of any Geeked Week. These pieces were nominated for a Clio and GEMA award for Best Brand Promo.

THE HALL OF FANDOM

We took over the Netflix Tumblr account in partnership with the brand and profiled thousands of real fan artists, cosplayers, crafters and more, encouraging all fans to share with us leading into Geeked Week. Fans voted on their favorite five in each category: Best Fan Art (Design), Best Fan Art (Portrait), Best Fan Craft, and Best Fan Transformation.

Live during the show, we revealed the winners of the world’s first fandom awards, celebrating all nominees live and one winner getting a personal thank you from talent featured in their favorite shows during the live broadcast. We highlighted each of their craft. Each winner received an inky Yung Hee Doll (complete with responsive magnetic geeked week ink that swirls along to whatever music is playing).

One passionate fan (LegoCobraKai) was crowned the Ultimate Fan. Below are all the winners and an example of the livestream presentation.

FANMADE POSTERS

Rather than work with one designer, we invited our most talented fan artists to create a new poster for each day leading up to the live event highlighting the lineup of titles. Our brief was to “visualize what infinite fandom looks like”, and the fans delivered some of the coolest art of my career.

EVENT DESIGN & LIVE ACTIVATIONS

We expanded the Geeked inky design in real life for the first time, hosted a local cosplay contest live from the black carpet, took over a tattoo parlor to give local fans free tattoos, and brought Netflix fandom to life in a way we never had before.

GEEKED GOODIES PRESHOW GIVEAWAY

For the first 30 min of the livestream, we raided the consumer products closet and gave away the coolest leftover merch to our biggest fans ever.

We built a 12 foot tall Yung Hi doll to turn around while the Squid Game guards went full Vanna White mode, showing off the merch you could win live. Fans who were the first to answer correctly in the livestream chat won the item, and many more had the opportunity to buy them for a discount online. Watch the full 30 min preshow here.

Many had never seen the items before and the Netflix Shop had one of it’s busiest days ever thanks to the co-promotion, which was broadcast and awarded simultaneously in both English and Spanish.

NETFLIX “ULTIMATE FAN” PROFILE ICON

We showed fans who couldn’t attend live some love by rewarding the ultimate fandom with a custom Netflix profile icon. Fans of Cobra Kai, Stranger Things, One Piece, The Sandman and Avatar all voted with One Piece ultimately taking the crown.

Agency Partners: TinyHero (AV & VFX), Study Hall (Logo & Static Design)

Netflix Partners: Irene Wu (Marketing), Derek Vander Griend (Brand Team)