Netflix, Michael Bolton and Branded Cities Network Make Valentine’s Day Romance Count Again, and Again
NEW YORK, NY — It’s that time of year again, yes, it’s time to dust off the Marvin Gaye albums and turn our thoughts to romance. Valentine’s Day is almost here, and Michael Bolton, the king of 90s slow jams schmaltz, is doing his part to inspire you to do your part.
This February, Michael Bolton and cast of well-known comedians, which include Andy Samberg, Will Forte and Sarah Silverman will bring Michael Bolton’s Big, Sexy Valentine’s Day Special, to Netflix. The hour-long comedy show is a wacky, tongue-in-cheek program “designed to inspire the world to make love.”
The show starts with Santa telling Michael Bolton that he needs 75,000 new babies to be born by Christmas in order to match toy supply. Bolton decides the best course of action is to host an old fashion telethon to inspire the world to make love. In keeping with the show’s theme, Netflix and Branded Cities Network, a digital out-of-home media network, have launched a promotion using a dynamic digital billboard located near Bryant Park that includes a live counter displaying the total number of babies that have been “conceived” since the launch of the show. Netflix’s goal is to have the counter go from 0 to 75,000 over the course of the four-week campaign.
Normally an execution like this would require a dynamic data source to drive the content, but since that was not really practical, Branded Cities Network’s tech team simulated the counter onscreen without the need to create time-consuming renderings.
“The significance of creating an auto counter that will go through the month and reach its final number is huge. Traditionally, the creative agency would need to render out a video for each change in the number, for multiple videos each day for 28 days. What we have done here is automate Netflix’s desired effect in an intuitive way so every time their spot plays, the number will increase towards the 75,000 goal,” said Shawn Taylor, VP of Technology at Branded Cities Network.
Branded Cities Network recently announced a partnership with National Real Estate Development to sell digital advertising and integrated marketing campaigns on four full-motion digital displays at East Market, an urban revitalization project in Center City Philadelphia. The digital signage, measuring over 5,000 square feet in total, will be displayed on two retail podiums facing Market Street.
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