To promote the new season of "Orange Is The New Black" in France, Netflix teamed up with ad agency Biborg to create 'Parloir Roulette'. The interactive TrueView video ad is a chat roulette-style gallery of characters from the series. It features seven key characters from "Orange Is The New Black", starting with Suzanne "Crazy Eyes" Warren.
Viewers can listen to the monologues of each character or skip around by clicking the "détenue suivante" (next inmate) annotation in the video. The second annotation, "signaler un abus" (report abuse), leads viewers to a prison guard, who then asks the inmage lean forward for a thorough examination. The interactive video ad ends with the series' artwork and links to Netflix.
Biborg also launched several outdoor activations for Netflix series such as "Daredevil", "Narcos" and "Jessica Jones" as well as for the first French original series of the SVOD provider "Marseille".
Henner Herwig Jürgens is the Managing Director and Cofounder of 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.