Challenge / As millions of Indians were stuck at home with no new TV content during the pandemic last year, Netflix wanted to showcase its content library and drive downloads of its app.
Solution / Rather than promote recent releases, Netflix wanted to recommend films and TV shows that matched viewers’ moods. Working with Wavemaker India, Bangalore, the streaming platform partnered with Spotify, Twitter and food delivery app Swiggy to deliver recommendations based on what users were listening to, what emojis they were using in their tweets, and what food they were ordering.
The Netflix MatchMaker campaign matched content with cuisine on Swiggy, with a ‘Weekend binge menu’ for eating while watching films, including things like ‘burgers for blockbusters’ and drinks for viewing breaks. An order of garlic butter chicken, for example, came with a recommendation to watch Indian comedy Ginny Weds Sunny.
Through an API integration with Spotify, people received Netflix recommendations linked to what they were listening to on the app. And on Twitter, Netflix asked users to tweet an emoji to @NetflixIndia using the hashtag #NetflixMatchMaker. The brand matched more than 862 emojis to Netflix titles, so each tweet was met with a recommendation.
