Having to market a new series that doesn’t air on a traditional television network isn’t exactly a new challenge anymore with the Netflix, Amazon, and other streaming services upping their original content by the day.

But that doesn’t mean anyone has found the magic marketing formula for luring viewers to those new shows—especially when they don’t carry the buzz of a “House of Cards.”

DreamWorks Animation is hoping that a re-tooled website with deeper offerings might be one strategy for pushing viewers to the animated series “Turbo Fast.”

Variety took a look at how the animation studio is re-working the website for the series—which launched last December—to encourage young viewers to head over to Netflix where the show airs.

Initially, the studio was relying on Netflix’s famous suggestion algorithm to surface the series, which is based on last summer’s hit feature film “Turbo.” DreamWorks Animation had set up a separate website that basically collected user data, provided information about the show, and had links to Netflix.

But that wasn’t enough to create a brand out of a non-linear TV series, DreamWorks Animation digital marketing head Justin Pertschuk told the magazine.

So they re-worked the website, adding new content, games, badges, as well as episode-specific downloads and activities. Naturally, there’s also lots of messaging about new episodes on Netflix (a new batch was released on June 25, the same time the new website was launched).

Gamification helps create loyalty, and the new website serves as a year-round extension of the show that is available regardless of whether there are new episodes on Netflix.

With several more series coming down the pipeline as part of their deal with Netflix, DreamWorks Animation is planning to use the new “Turbo Fast” site as a model for their forthcoming series.

Read More: Variety

Brief Take: DreamWorks Animation has several non-linear TV properties coming into the marketplace soon, and their new approach to “Turbo Fast” could help them find the magic formula needed to market the series in this new landscape.

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