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Future of TV Daredevil Vast Media

Netflix uses billboards to ignite social media battle as Daredevil season two launches

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By Henner Herwig Jürgens, Managing Director

March 31, 2016 | 3 min read

To get fans excited for the much anticipated season two release of Daredevil (which launched on 18 March), Netflix has launched a promotional outdoor billboard campaign enriched with a major digital component.

Fans on social media were called upon to 'Join The Fight' by using dedicated hashtags to see the billboards evolve.

The large set of billboards featured the three Marvel characters Daredevil, Elektra and the Punisher and their dedicated hashtags were set up at Toronto’s Yonge-Dundas Square. The official Daredevil Twitter account encouraged followers to 'Join The Fight' by tweeting with the hashtag #DAREDEVIL, #PUNISHER or #ELEKTRA, depending on which character they want to see rule Hell’s Kitchen.

The character that received most mentions would then “attack” the other characters. The billboards are being updated every 48 hours with cuts, bruises, bullet holes and other 3D elements to illustrate the damage.

Henner Herwig Jürgens is co-founder and managing director at VAST MEDIA, a media research and consulting company based in Berlin that provides international television industry leaders with qualitative competitive market analysis of digital entertainment and content marketing.

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Future of TV Daredevil Vast Media

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