Social Samosa takes a closer look at TUDUM's marketing strategy, which revolved around dropping exclusive clips, releasing new trailers, star performances, and more.
Netflix’s 2023 edition of the global event TUDUM unfolded on June 17 in São Paulo, Brazil. The event had a lineup of over 100 Netflix stars including actors like Gal Gadot, Alia Bhat, Arnold Schwarzenegger, Chris Hemsworth, Lily Collins, Pedro Alonso, Maitreyi Ramakrishnan, Henry Cavill, Jenna Ortega, and more. TUDUM showcased Netflix’s range of entertainment offerings, featuring a lineup of 45+ shows, films, and games.
The event witnessed the presence of nearly 10,000 enthusiastic fans who attended it in person.
The sound ‘tudum’ has become synonymous with Netflix and serves as a recognition cue for viewers. Netflix recognized the significance of this sound and decided to transform it into a global fan event in 2020.
In the past, Netflix has faced challenges with decreasing users. According to Netflix's Q2 2022 earnings statement, the subscriber base continued to fall highlighting the subscriber losses for two consecutive quarters. Netflix lost nearly 970,000 paid subscribers in the June quarter, and nearly 200,000 paid subscribers in the March quarter.
Amidst these up and downs in userbase, TUDUM offers Netflix a platform to engage with loyal and existing users.
To draw fans to the event, Netflix offers an immersive experience, invites their favourite celebrities, shares exclusive trailers, teasers, behind-the-scenes insights, and more. With this, the event nurture Netflix’s fandoms and engages the dedicated fanbase.
Teaser campaigns and exclusive content reveals
Netflix released a few teasers of their most-loved shows and series, and announced new star-studded movies.
For example, while dropping the new teaser of Emily in Paris, leading actor Lily Collins revealed that Season 4 will take fans and Emily on a Roman holiday. On the other hand, Netflix announced that this year, ‘Squid Game: The Challenge’ will become reality and gave a first sneak-peek at how the brand-new competition series is coming to life.
Social Media
Netflix also utilized its presence on social media platforms like Twitter, Instagram, and YouTube to build excitement for its event with the hashtag TUDUM. To further get the ball rolling, Netflix encouraged fan participation by giving them a sneak peek inside TUDUM featuring global stars, dropping countdowns and more.
Fans everywhere, listen up! #TUDUM: A Global Fan Event is dropping exclusives from your favorite shows and films. Stream it live from Brazil Saturday June 17 at 1:30 pm PT https://t.co/tJrTzd3HUqpic.twitter.com/ZgZHRLjkoa
This strategic approach of releasing trailers and exclusive clips relied on the fandom and popularity surrounding their most highly anticipated content. By providing these previews, they built anticipation, roused conversations around Netflix's upcoming content, and ensured that fans remained deeply engaged with their favorite shows and movies. This also created a sense of excitement among the fan community.
Penn Badgley just gave #TUDUM a super-early tease about what fans can expect in the final season of YOU! pic.twitter.com/r9yIlUPswY
Netflix not only leveraged their social media but they also also used star power of their talent by involving popular actors associated with their original content. These celebrities participated in interviews, panels, and live discussions for the event.
✨New Newts✨ Luke Newton shares video of the Tudum trailer at Times Square, including Bridgerton clips of himself and Claudia Jessie pic.twitter.com/5Pc2ZQMCd3
At TUDUM, Netflix went beyond traditional marketing techniques and took an experiential route by showcasing sets of their popular series and movies. This immersive approach allowed fans to step into the world of their favorite Netflix shows and films.
From iconic locations to designed props, every detail was created to transport fans into the narratives they love.
#TUDUM is also home to One Piece's ship, Bridgerton's pall mall court, the rollerskating rink from Stranger Things, and Squid Game's Red Light-Green Light field. pic.twitter.com/GZ6NMUckmA
As the curtains closed on TUDUM, fans were left eagerly awaiting the next chapter of their favorite Netflix shows and movies. Netflix's TUDUM event incorporated various marketing strategies that aimed at generating excitement and engage audiences.
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