Yes, you read that correctly. Sharing passwords with friends and family on Netflix is no longer allowed. But don’t worry, Netflix is using this new revenue to create a unique and creative advertising campaign: billboards that sweat. These interactive advertisements are being showcased in Los Angeles and New York to promote the latest action movie starring Chris Hemsworth, Extraction 2. What sets these billboards apart is their street-level placement, allowing people to get up close and personal with the actor’s sweaty brow.
Netflix released a promotional video showcasing the reactions of people who stumbled upon these damp billboards. One woman even considered collecting the sweat dripping off Hemsworth’s likeness and selling it. According to Variety, these sweating billboards are a first-of-its-kind innovation. Holes were laser cut into Hemsworth’s forehead to replicate pores, which are connected to a water supply via tubes. This water, referred to as “Hemsworth sweat,” is pumped through the holes to mimic the consistency of real perspiration.
Why did Netflix come up with such a bold marketing move? With the rise of streaming services like Disney+, Prime Video, and Apple TV, Netflix’s market share has been impacted. To stand out from the competition, Netflix’s chief marketing officer explains the importance of offering interactive and photographable moments for fans. In an era where Instagram thrives on interactive content, these sweaty billboards cater to people’s desire to interact with talent and participate in tangible experiences.
Extraction 2 had a massively successful debut, attracting 42.8 million viewers in its first three days on Netflix. This popularity propelled the movie to the top of the most-viewed title of the week list and reignited interest in the original film, Extraction. Netflix has already announced plans for Extraction 3, and fans are eagerly anticipating what innovative marketing strategies the company will come up with next.
As the streaming landscape continues to evolve, Netflix is adapting and pushing boundaries to maintain its position as a frontrunner. The sweaty billboards are just one example of the company’s commitment to thinking outside the box and creating memorable experiences for its audience.
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