Netflix banks on influencer strategy with Preetipls and Ivor Xian Z promoting 'Tudum'

Netflix has partnered up with influencers across SEA to promote global virtual fan event Tudum. Starting with a "Netflix Tudum: Go behind the streams" event, influencers were invited to experience the office, receive welcome gifts, and experience a Netflix-show themed party. 

According to a spokesperson at Netflix, the Tudum event was a two day one night immersive experience in Singapore to drive awareness and conversation in anticipation of Tudum. Netflix brought several of fan-favourite Netflix titles to life at the event and designed an experience purely for social content creation for social-first press and influencers from across Southeast Asia and India.

The influencers involved in the amplification of the brand and the party were the likes of  Preetipls, Aimee Cheng Bradshaw, Ivor Xian Z, SAYS SEISMIK, and Sensasi Selebriti. A quick check by MARKETING-INTERACTIVE showed that the influencers are already in the midst of sharing their experiences.

Preeti Nair, better known as Preetipls a content creator who is based in Singapore, posted a video on her Instagram on checking into Marina Bay Sands, receiving welcome gifts, and enjoying a Netflix themed-dinner at Spago. The second day of experiences entailed a visit to the Netflix APAC headquarters in Singapore and Tudum party. Netflix also provided the influencer with hair and make-up touchup before the event.

Aimee Cheng-Bradshaw, a British-Singapore fashion model and television personality, posted a quick video with music background on her Instagram profile showcasing the different Netflix themes such as Squid Game, Stranger Things, Emily in Paris, Alice in Borderland, and Bridgerton. Ivor Xian Z, based in Malaysia, posted a video about the Netflix headquarters office that’s located in Singapore. She showed the pantry, meeting rooms, a cinema room, and they are all themed. 

Currently there is a fair bit of competition in the streaming space with Disney+, Amazon Prime, Apple TV, HBO Max all are making their presence felt in the region. In fact, just recently, Amazon made its intention in the space clear with an increase in investment in markets such as Indonesia, Thailand, and the Philippines. According to the company, it is now going to be creating a localised content slate and user experience on Prime Video and the Prime Video app. On the local front, Netflix also has to fight off competitors such as Viu and iQiYi.

In the face of dwindling subscribers, Netflix also decided to ink a deal with Microsoft to support its first ever ad-supported subscription offering. Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory. All ads served on Netflix will be exclusively available through the Microsoft platform. During the signing of the deal, Netflix COO Greg Peters said Microsoft has the proven ability to support all its ad needs as they work together to build a new ad-supported offering.

Related articles: 

Netflix deepens ties with Thai market with 'Thai Cave Rescue' series
Netflix drama Narco Saints cops flak for portraying Taiwanese actor as Chinese gang leader
Netflix views of 'The Crown' surge following Queen Elizabeth II's death
Netflix flexes Indonesian film industry creativity with original content
No ads for kids programming on Netflix