Netflix: How do you turn a film premiere into a real-time nightmare?

Overview

To launch Netflix’s action-horror film Blood Red Sky, we created a terrifying, live interactive experience where Twitch viewers controlled the chaos. By merging live-action horror with real-time audience decisions, we immersed fans in the film’s story, turning them from passive watchers into active participants.

Challenge

How do you launch Blood Red Sky in a way that not only captures the heart-stopping energy of the film but immerses audiences into its world? By putting control into the hands of Twitch’s live audience and letting them dictate the horror.

Insight

Twitch viewers are not passive watchers - they’re active participants. By giving them the power to shape what happens next, we could deepen their connection to the story and create an unforgettable, visceral experience.

Strategy

We wired the film’s premiere flight to a multi-camera CCTV stream, turning it into a fully interactive, Twitch-driven event.

Idea

A Twitch-powered cinematic takeover:

Interactive Live Premiere: After screening Blood Red Sky, the premiere turned into a live-action horror experience, where Twitch viewers voted on what would happen next.

• Real-Time Chaos: From vampires attacking a flight attendant to a sudden power outage, bloody body parts dropping from overhead lockers, and more, every moment was decided by the Twitch community.

• Full Immersion: By merging live horror with digital interaction, the experience recreated the terror of Blood Red Sky in real life, ensuring audiences didn’t just watch the story - they lived it.

Execution

1. CCTV Setup: The premiere’s plane was wired with multiple cameras, capturing every chilling detail.

2. Twitch Integration: Viewers took control via live polls, voting on the next horrifying twist.

3. Seamless Storytelling: Each decision aligned with the film’s narrative, creating a cohesive, immersive experience for both the premiere audience and Twitch viewers.

Results

The Blood Red Sky activation delivered:

• Unmatched Engagement: Thousands of Twitch viewers participated in real-time decision-making.

• Award-Winning Creativity: Recognized globally for its innovative use of live, social, and immersive storytelling.

• Shared Impact: The experience was not just watched - it was talked about, shared, and celebrated by fans and industry leaders alike.

Conclusion

The campaign delivered a next-level branded experience - live, interactive, and packed with storytelling craft - that allowed fans to truly become part of Blood Red Sky. It showcased Netflix’s ability to push creative boundaries and brought the film’s pulse-racing energy to life in an unforgettable way.

Are you ready to create award-winning, audience-first campaigns that push boundaries? Get in touch with Tommy today.