How Netflix Uses Out of Home Advertising to Launch New Shows: A Deep Dive into Campaigns and Strategies

Netflix has always been at the forefront of creative marketing, using innovative strategies to engage audiences and build hype for their original shows and movies. One method Netflix has mastered is out-of-home (OOH) advertising, which allows them to make a big impact across urban landscapes, reaching millions of people in unique, visually compelling ways. From billboards to experiential activations, Netflix’s OOH campaigns go beyond traditional formats to create buzz and anticipation for their shows. This article explores how Netflix leverages out-of-home advertising to launch some of its most successful series and films, such as Stranger Things, Red Notice, Money Heist, Wednesday, and Glass Onion: A Knives Out Mystery.

The Power of Out-of-Home Advertising

Out-of-home advertising, which includes billboards, bus shelters, murals, and other outdoor formats, is one of the most impactful ways to get in front of large audiences. Netflix has realized that OOH advertising allows them to tap into high-traffic areas to engage a diverse range of people. The key to Netflix’s success in OOH is its ability to combine visually stunning, attention-grabbing designs with culturally relevant messaging that resonates with its audience.

Not only does OOH advertising generate awareness for Netflix’s new releases, but it also creates a sense of anticipation, becoming part of the public discourse and often going viral on social media. The goal is to make the public stop, engage, and remember the show, even after passing by.

Stranger Things: A Cultural Phenomenon

Netflix’s Stranger Things has become one of the most iconic series of the streaming era, and its marketing campaigns have played a significant role in that success. For the release of Stranger Things Season 3, Netflix launched an OOH campaign that perfectly captured the show's nostalgic 80s feel.

Billboards across major cities like New York, Los Angeles, and Chicago featured cryptic messages in the show’s signature neon style, referencing key plot points from previous seasons. One standout example was the creation of entire murals on the sides of buildings, featuring larger-than-life renditions of the Demogorgon and other creatures from the Upside Down. The visual spectacle of these murals grabbed attention and encouraged fans to share photos and videos on social media, creating a ripple effect of online engagement.

The campaign didn’t stop at static billboards. Netflix also installed interactive, experiential displays in high-traffic areas like Times Square. These pop-ups featured real-world recreations of iconic scenes from the show, allowing fans to immerse themselves in the Stranger Things universe and become part of the narrative.

Red Notice: A Global Billboard Takeover

For the release of Red Notice, Netflix took its OOH advertising global, launching a massive campaign that spanned multiple continents. Starring Dwayne Johnson, Gal Gadot, and Ryan Reynolds, Red Notice was one of Netflix’s most high-profile releases, and the advertising reflected the scale of the project.

Netflix used a mix of traditional billboards, digital billboards, and bus shelter ads in major cities like London, Paris, New York, and Tokyo. The billboards featured the movie’s stars in action-packed poses, surrounded by explosions and dramatic lighting to reflect the film’s heist and action genre. What made this campaign particularly effective was its global reach—by launching billboards in key international markets simultaneously, Netflix could build a worldwide buzz.

Moreover, Netflix leveraged augmented reality (AR) technology to take the Red Notice OOH campaign to the next level. In select locations, passersby could use their smartphones to scan the billboards, triggering an interactive AR experience that gave users behind-the-scenes content or exclusive sneak peeks of the movie​. This blend of OOH and digital technology made the campaign not just a marketing effort, but an immersive experience for audiences.

Money Heist: Revolutionizing Guerrilla Marketing

Money Heist (La Casa de Papel) became a global sensation partly thanks to Netflix’s guerrilla marketing tactics. For the show’s fifth season, Netflix launched a series of bold and unconventional OOH campaigns that highlighted its rebellious and revolutionary themes.

In Madrid, Netflix covered entire subway stations in the show’s signature red and black colors, with posters featuring the famous Dali masks the robbers wore. These masks symbolized the show’s resistance themes, and Netflix used them to create visually striking billboards across Europe and Latin America.

One particularly memorable OOH campaign occurred in Milan, where Netflix placed a massive, life-sized statue of one of the show's central characters, "The Professor," in the middle of the city. The statue’s presence was mysterious and intimidating, drawing significant attention and media coverage. Fans were encouraged to interact with the statue and share their experiences online, creating a viral buzz around the show’s release.

Wednesday: A Haunting Display of OOH Creativity

For the release of Wednesday, Netflix focused on creating a campaign that embodied the show's eerie, gothic tone. Billboards and bus shelters across major cities were transformed into dark, brooding advertisements featuring Wednesday Addams and the famous Addams family mansion.

Netflix also created experiential activations, including a recreation of Wednesday’s dorm room from the show, complete with interactive elements that allowed fans to experience the eerie atmosphere first-hand. In London, Netflix set up a haunted house attraction where fans could experience scenes inspired by the show. These activations blurred the line between entertainment and advertising, making the Wednesday campaign unforgettable.

Glass Onion: A Knives Out Mystery – Luxury Meets Mystery

To promote Glass Onion: A Knives Out Mystery, Netflix chose a high-end, mysterious aesthetic that matched the film's tone. Billboards featured sleek designs with minimalist artwork, reflecting the luxurious setting of the film’s private island backdrop.

What made this campaign unique was the use of pop-up "Glass Onion" bars in major cities like Los Angeles and New York. These bars were decorated to look like they came straight from the film, complete with clues scattered around the space for fans to solve. The campaign was a perfect blend of luxury and intrigue, drawing in casual viewers and die-hard mystery fans.

Netflix also used digital billboards that would change throughout the day, revealing different clues about the film’s plot. This dynamic approach kept audiences engaged and encouraged them to revisit the same billboard multiple times to see how the mystery would unfold.

Conclusion

Netflix’s use of out-of-home advertising is a masterclass in creating buzz and excitement for new releases. By combining visually compelling designs, immersive experiences, and interactive technology, Netflix ensures that its OOH campaigns stand out in crowded urban environments. Whether building massive statues in public spaces, launching AR billboards, or setting up experiential pop-ups, Netflix understands the importance of connecting with audiences in innovative ways. Through campaigns for shows like Stranger Things, Red Notice, Money Heist, Wednesday, and Glass Onion, Netflix has set the standard for out-of-home advertising to create anticipation and drive viewership.