Case Study

Midnight Mass

Netflix

Strategy
Social
Trailers
Music

Midnight Mass – TSR “Why”

Midnight Mass – TRLR “Miracles”

Social Approach

Based on our initial research, we knew that Midnight Mass had everything needed to deliver on the needs of both prestige horror fans and the super sci-fi audience.

With that in mind, we set out to reactivate our Mike Flanagan evangelists who have been waiting eagerly for his next installment since Haunting of Hill House. This group of individuals love prestige drama.

Expanding to a broader audience, our entire focus was around creating FOMO by generating mystery around the project itself and strategically withholding information around the narrative of the show. The basis of our strategy: this is a show so good that to give anything away would completely ruin it.

In doing so we were able to get fans and press to take pride in preserving the shocking twists while encouraging their friends to watch.

All of this was rooted in our original campaign platform, Seeing is Believing, driving curiosity and promising secrets and surprises worth the wait.