The main piece to this campaign is a digital annual report that is mailed out to investors on a DVD, paralleling their DVD-by-mail process. The Annual Report can also be downloaded from the website. I developed special packaging to set the DVD apart.

The following characters would be spread throughout the campaign to represent the customers of Netflix. The concept is one that could be long lasting, with innumerable possibilities of what could be said and how the lines can be used. It provides an opportunity for Netflix to, both, represent its audience as well as representing their product in a fun and interactive way.

Taking up the Netflix website was an exciting challenge. They have already revolutionized the market, even presenting challenges to long-time leaders like Blockbuster. Their website currently is innovative and well designed. I recognized that there were actually ways to improve and allow the customer to have more control. Changes included front-page custom feeds for reviews, genres, and friends' lists. A notification system was also put into place to help remind and keep customers on top of their queue for a better experience.