How Netflix promoted 'Unbreakable Kimmy Schmidt' with a viral video campaign
From a gag in the Netflix comedy hit ‘Unbreakable Kimmy Schmidt’, the song ‘Peeno Noir’ from its debut season has inspired a new ad campaign for the show.
The song was sung by character Titus Andromedon and gained a lot of attention. Now to promote the second season, Netflix alongside creative agency Darewin, is launching a global 'exquisite corpse' game on Twitter. Netflix original series handles across the globe joined in extending the song by finding new verses.
The official accounts for Netflix original shiws 'Daredevil', 'Narcos', and more as well as country-specific accounts all participated and came up with rhymes for new verses relating to their corresponding storylines. The accounts were also quoting and retweeting each other. They also responded to fans who joined in and came up with individual verses. #PeenoNoir trended worldwide.
Netflix already released a video of "Orange is the New Black's" cast paying tribute to 'Peeno Noir' by singing their own rendition titled 'Honey Jar'.
Nicole Greiner is a research analyst 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.