Netflix Spain turns promotional vinyl billboard into free handbags for fans

Spain – A colossal vinyl billboard displayed on Madrid’s main street and promoting season two of Netflix’s reality show I Am Georgina will soon be transformed into designer handbags and gifted to fans of the show. The streaming platform found inspiration in a similar activation from Target, which joined forces with designer Anna Sui in 2009 to turn its Times Square billboards into 1,600 limited-edition tote bags.

To win one of the unique bags, viewers had to spread the word on season two’s release by sharing a billboard photo on social media by 31 March. Not only is Netflix showing a solid commitment to upcycling its goods in the public eye, but the platform is also enhancing the promotion of the show’s new series on social media for free. Georgina Rodríguez’s fans competed for the prize while interacting with Netflix Spain and answering its call to action rather than passively scrolling.

In Feedback Frontiers, we previously analysed how brands are treating every micro-interaction as a valuable opportunity to lean in, learn and improve their model as communications with consumers become more circular and conversational.