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Led the writing team responsible for the run of show of Netflix’s Tudum 2023 for the third year in a row, with this being the first live Tudum. Also worked closely with production in advance of the show, live-streamed from São Paulo.
Tudum brought rock concert-level energy to those in attendance, while being visually compelling to the online global audience. We engineered a unique, tech-savvy show design to blow people away, enlisting several celebrity guests. Above all, we made this event all about worldwide fan appreciation. Fans could look around, experience the Netflix fan culture and feel included in a vital community that connects all Netflix content. With Tudum, we elevated both the brand and the fan identity, tying them ever closer together and further positioned Netflix as a company that both listens to and gives back to its fans.
A Silver winner at the 2023 Clio Entertainment Awards for Experience/Activation in Branded Content for Television, Tudum 2023 was an unqualified success, far exceeding 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 convention, there were 78 million views during the livestream, an increase of 86 percent. Tudum also catalyzed a huge conversation in social media, creating two global Twitter trends for #Tudum which reached #2, and #OnePiece which hit #1. Many titles and talent also trended, resulting in 21 regional trending topics.
What began as a localized Brazilian event and reimagined as a digital global fan event for two successive years was again reborn as an innovative live fan experience created to maximize local fanfare and global reach. 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.
