Wednesday S2
Showcase
Overview
For Wednesday Season 2, we delivered standout social, digital, and experiential assets. Leveraging our deep understanding of Wednesday’s deadpan tone and Thing’s mischievous charm, we collaborated closely with the Netflix team to craft impactful, delightfully macabre creative that stirred fan excitement and built momentum for the Season 2 launch.
Creative Touchpoints
Strategy ● Digital Video ● Social ● Digital Stunts ● Experiential
Results
Wednesday Season 2 was deemed a huge success. The marketing drove excitement for the title's two parts, breaking viewership records by ranking #1 in 91 countries, and averaging 102 million views across its two-part split. Critical and audience response was highly positive, holding an 83% and 86% rating on Rotten Tomatoes respectively and setting the stage for a mega-hit Season 3.
Social Creative
Delivering on the twisted humor of the series, we developed and produced a custom content shoot drawing on two unsung heroes of the show – Thing and Lurch – who waited outside LAX in true Addams fashion, in a hearse. Following the custom shoot and viral stunt, we put together a charmingly sassy video asset to share with broader audiences. Much of our social production led with this dark humor and pulled in the comedic tones of the kooky Addams Family.
With the dark comedy being one integral half of the series tone, mystery and mishap proudly claim the other. Bringing the looming questions and riddles of the season into the social reminded audiences that this was not your mother’s Addams Family. We highlighted Wednesday’s harrowing visions and pursuit of answers through frenetic edits and haunting motion graphics.
AR Filter
To bring audiences into Season 2, we created a bespoke AR Filter for TikTok and Snapchat. Users were prompted to tilt their head back, emulating Wednesday’s visions, to trigger the iconic black tears to stream down their face. Thing’s *snap, snap* cued a morbid premonition, which rotated through several dreadful omens. We promoted this on social through our TikTok Hub and with main talent stepping into Wednesday’s gothic shoes, driving buzz and use of the filter.
On Pinterest, we created several different “Collections” – which ran as Collections Units and Carousels in Pinterest paid media placements. Each collection showed things that an Addams would love and others would call questionable at best, balancing the style of an organic pin and the iconic purple aesthetic of Wednesday.
Taskrabbit
Thing got to try his hand as a verified Tasker in this paid digital placement on TaskRabbit. Users could explore Thing’s profile and see what jobs he could tackle, like shockingly effective electrical help or a helping hand while moving – while browsing his reviews from our favorite Addams family outcasts. When users went to book, they’d see that he was in high demand and unavailable. Better luck next time, normies.
NextDoor
In this Nextdoor paid placement, we showed the masses what it would be like to have the Addams Family as very…eccentric neighbors. We tapped into common user behaviors found on the app - like selling a lightly used sarcophagus or promoting a job need. But with the classically macabre Wednesday twist.
Community Management
Across the full length of the campaign, Trailer Park Group developed distinct tones for each platform, including the launch of a custom broadcast channel. We led the community management, which sent shockwaves through the fandom as Thing poked fun and was never shy to share his opinion, as well as Wednesday’s woeful remarks and disdain scattered across Twitter.
Mall of America Experiential
As part of Netflix ’s summer campaign for Wednesday Season 2, A Dreadful Back-to-School Photo Day descended on Mall of America on August 23rd and 24th, inviting shoppers to channel their inner Wednesday Addams with Thing by their side.
Users stepped into a delightfully kooky portrait studio where they showed off their best deadpan expression, taking home digital and print photos to share their despair with the world. All weekend long, the Rotunda was fully possessed by Wednesday with an immersive, Nevermore Academy inspired installation and playfully macabre creative directing visitors to the photo experience. TPG executed this two-day activation - from concepting and production to the final execution of the event. Through it all - no smiles were allowed.
