Netflix Socks

Our second installment of the Netflix MakeIt campaign offered fans a DIY project that helps them avoid losing their spot when they binge-watch themselves to sleep.

1B

earned media impressions

300M

social media impressions

Shorty Award

2016 Creative Use of Technology

Challenge

Netflix wanted to reinforce their position as industry innovators, and communicate that they put viewers in control of how they enjoy their entertainment.

Strategy

We tapped into the insight that Netflix fans are so committed to their favorite shows, they end up dealing with all kinds of funny “first-world” problems – such as losing their spots when they watch themselves to sleep.

Execution

We released DIY instructions for Netflix socks on the Make It website and announced the launch through a partnership with Make Magazine. The socks use an accelerometer to detect when a viewer has dozed off and sends a signal to their TV, automatically pausing the show. The socks themselves could be customized with show-inspired patterns making them both knitting and programming savvy. Even those outside the maker community fell in love with the idea. Netflix socks spread like wildfire across social media and press outlets.