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Netflix | Orange is the New Black

Netflix came to us with the task of creating spots for Orange is the New Black to help bring in new viewers and engage superfans. Our solution was to put viewers in the role of a new inmate and welcome them to Litchfield. We hid easter eggs in each spot that rewarded them with additional social and digital content as well as prizes.

In the processing spot, on the computer in the background is a real website that leads to an inmate orientation video. In the bathroom spot, on the phone is an Instagram handle leading to bonus videos featuring each inmate after finding Piper’s illegal phone. In the cafeteria spot, is a menu with a Yelp sticker that leads to a real Yelp page with reviews. And in the common room spot was a website on the TV that led to exclusive giveaway for a small quantity of limited edition shirts.