18 Jan Tudum: A Global Fan Event | NETFLIX
In June 2023, Netflix hosted a groundbreaking 3-hour global livestream event in tandem with an immersive 3-day experiential convention in Sao Paulo, Brazil.
Over 35,000 fans joined on the ground, and more than 78 million tuned-in to the livestream to celebrate their love for Netflix and dozens of beloved series and films.The 3-hour global livestream event was hosted outdoors on a massive stage, and featured over 50 global talent in-person including Chris Hemsworth, Gal Gadot, and Arnold Schwarzenegger, and 59 additional talent through previously taped material including Jenna Ortega, Kevin Hart and international music sensation Anitta.
The event experience was enhanced by massive projection mapping (over 170 feet wide by 80 feet high) on the building that hosted the ultra high-resolution LED stage, which wasn’t revealed until the opening sequence. To ensure fans from around the world could tune-in, the show was simulcast in 10 languages across 21 YouTube and 2 Twitter channels.
Framework Studio’s role was to manage not only the live show, but the wider logistics of the production itself. Through intrinsic partnership with Netflix’ own security provision and talent executives, we built a strategy of talent flow from hotel to stage and back again, ensuring all 50+ top tier talent were looked after and on stage in a well organised, carefully managed plan, ensuring timely arrival and exit on stage, together with comfort, security and confidence for the talent and teams. We brought our 360˚ production experience to the fore, flying in our pick of outstanding AD teams to augment the production structure, ensuring no surprises, even when mounting the show in a public park with open access, in a city with the population of 22.3 million Brazilians.Thus the minute-by-minute stage management of a highly complex live show was built out into a backstage structure that ensured a show that barely dropped a minute, and certainly not a moment in terms of global impact.
The TUDUM campaign far exceeded Netflix’s goals in raising the event’s profile and stature and driving viewers to the platform. In addition to the 11,000 audience members and the 25,000 who attended the three-day convention, there were 78 million views during the livestream, an increase of 86 percent over the prior year. During the event, TUDUM trended in over 20 countries worldwide, with the new Netflix series, One Piece, trending globally at No.1. All the metrics revealed a cultural impact elevating brand awareness (more than 1.2 billion views of TUDUM content) and an assurance of growth and expansion in the years to come.Tudum is now synonymous with Netflix fandom and has become the biggest global fan / brand event for the company.
The show went on to win the 2023 Clio Entertainment Silver.