NETFLIX

Black Future Social Club

For the italian launch of the fourth season of Black Mirror, the cult series that talks about new technologies and its impact to the people, Netflix Italia thought a really social and human experiment.

AWARDS

CANNES LIONS 2018

🥈Outdoor Lions >Immersive Experiences

🥈Outdoor Lions >Live Advertising & Events

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BRIEF

For the italian launch of the fourth season of Black Mirror, the cult series that talks about new technologies and its impact to the people, Netflix Italia thought

a really social and human experiment. In fact it opened the Black Mirror Social Club at BASE, in Milan. In that kind of future club you could order #instafood on the #foodporn menu: the atmosphere was #fashion and the guests were real #Igers”. Everyone would like to enjoy the club but the experience was reserved just for a few at the end: the entrance was allowed to who could shared more than thousand followers on Instagram.

During the event, the digital interaction became the really currency of exchange, so we achieved a complex architecture to happen the social game by coordinating the entry process of the club.

In addition, we produced a particular system that allowed us to combine specific contents for each users, projected onto the plate.. Finally we created a classification of “hall of fame/shame”: a social wall that analyzed all the instagram feeds, based on specific hashtag, has determined in real time the permanence or not of the guests in the room.

We designed this experience to

Bring People Together

Connect People and Brands

Entertain People

Let People Collaborate

Make People Act

Makes People Have Fun

Make People Learn & Think

Make People Share

Create WoW

Inspire People

Help to be in the News

EXPERIENCE

The Social Status and the digital interaction which has become the currency of exchange for the duration of the event, has defined a new design challenge: we have created a complex multimedia architecture that has made possible the social experience among the guests and that has literally immersed them in an episode of Black Mirror by designing and producing a system that has allowed us to combine specific contents for each user, for example, with profiled projections of the table set or thanks to a "hall of fame / shame" ranking people in real time; a real own social media ranking which analyzes Instagram feeds and likes, determining whether club guests can stay or leave the club.