At C3 Metrics, we love House of Cards. We use it as an example of how programmatic can be used to narrow down key variables in an advertising campaign. With House of Cards, programmatic was able to find that Kevin Spacey would be the most likely character to star in a political drama. Thus the show was created.
With Netflix as it’s major broadcasting medium, Director David Fincher (Fight Club, Aliens3, Se7en) was able to shoot the entire season and air it on the program in its entirety.
“The world of 7:30 on Tuesday nights, that’s dead. A stake has been driven through its heart, its head has been cut off, and its mouth has been stuffed with garlic. The captive audience is gone. If you give people this opportunity to mainline all in one day, there’s reason to believe they will do it.”
— David Fincher
David Fincher is correct. With Millennials “binge-watching” shows like How I Met your Mother, Game of Thrones, and True Blood, the idea of waiting in anticipation for next week’s episode takes a back seat.
Well, House of Cards just came out of Cannes with a nice trophy of their own. Namely for their faux presidential advertisement. With 6.6 billion media impressions, it had people actually wondering if this was a real candidate.
Frank Underwood or FU2016 became the top trending topic during the GOP debate.
Voters were able to visit fu2016.com and post “FU” to trending political topics. The entire campaign was brilliantly executed, including user interaction and an almost uncanny approach to marketing a president during election time.
It’s the combination of really catching the audience off guard while simultaneously engaging the audience that made this advertisement as effective as it was. The combination of variables is why House of Cards came out the winner of the festival.