CALLING ALL WILL SMITHS

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Netflix CEO, Reed Hastings stated Bright was “a major success and drove a notable lift” in subscribers, their most valuable metric, when reporting the highest quarterly gains in their history.

“Every internal measurement says it’s [Bright] one of our most-watched pieces of original content meaning TV show or film that we’ve ever had”. Ted Sarandos, Netflix Chief Content Officer

1. we got hollywood will smith to post A call out

2. it started to trend globally

2. IT started to trend globally

3. We trawled through thousands of will smith audition tapes

4. WE TRAINED THESE 'REGULAR' WILL SMITHS INTO BLOCKBUSTER WILL SMITHS

5. BEFORE BOOKING THEM TO PROMOTE BRIGHT TO THE WORLD'S MEDIA

Problem

Unfortunately for us, superstar actor and influencer Will Smith couldn’t make it to Australia to promote Netflix’s first ever blockbuster movie, Bright.

Solution

We got him to invite every person in Australia named Will Smith to promote the film for him. (It is one of the most common names in Australia.) We shortlisted the best ones, trained them and then dispatched them across the nation.

RESULTS

60

Will Smiths promoted
Bright worldwide

9.9M

PR Impressions

13.5M

impressions for 'Calling All Wills' content in Australia