How Netflix evaded ad-blocking software to run shocking promo for Black Mirror.

People put in a lot of effort to avoid ads. They pay more for subscriptions, turn on pop-up blocking, and even download ad-blocking software. 

This was a problem for Netflix when the third season of Black Mirror was coming out. They needed to promote the new season but the show’s audience was made up of folks who were very good at avoiding ads, tech enthusaists.

Over two-thirds of them had ad blockers installed. 

This week, Case Studied examines how Mediahub helped Netflix circumvent ad-blocking software and run promo that even ad haters appreciated.

The Brief:

The target audience for the Black Mirror promo was 25-34-year-old hardcore sci-fi fans who are VERY tech savvy. That meant Netflix didn’t just need to convince ad haters to notice a campaign—they had to convince them to love an ad, advocate for it, and convert them to viewers. 

To do this successfully, Netflix needed:

1. Highly strategic, self-referential, and clever creative and

2. Precise technical abilities that allowed their ads to actually reach the ad-avoidant audience.  

That’s when Mediahub was brought in— to create and put ads in front of people who were actively trying to avoid them.

The Execution:

Mediahub and Netflix cooked up the idea of a first-to-market media hack that circumvented ad-blocking software. 

Three publishers agreed to partner with them on it—Slate, Mashable, and The Next Web. These tech-centric sites are favored by folks who use ad blockers, plus they have scalable audiences and are known to host highly shareable (sometimes viral) content. 

To ensure it wouldn’t be flagged by ad blockers, Mediahub worked with each publisher to build the ad creative directly into their CMS. They used a simple, clever banner to promote the show that read: “Hello ad blocker user. You cannot see the ad. But the ad can see you. What’s on the other side of your black mirror?” 

The ad hit all the right notes—short and shocking, with a clever nod to Black Mirror’s theme about modern technology’s influence on us. 

“We want to target this hard-to-reach audience and find a creative way to get their attention,” said Sean Corcoran, Mediahub’s executive director of digital media and innovation. “We think it’s fun to talk to ad blockers directly. And in the spirit of the show, we are letting people know that they really cannot run.”

There were still ads run for non-ad-blocker audiences, but they saw a regular display ad promoting the show. Both versions of the ad drove to Netflix where visitors could watch the series. 

So, how exactly did Mediahub and Netflix distinguish the ad blocker users from the non-ad blocker users?

Turns out, most ad blockers use a specific JavaScript variable: “window.noBlocker.” When the publisher detected that code, the background would change to the corresponding Netflix banner ad. 

The Results:

Mediahub’s campaign with Netflix accumulated over 1 million social posts about the Black Mirror series. Search volume increased by 5x and it garnered 30x more social media conversation than season 2. 

Over 20 sites covered the campaign globally, creating a ton of earned media. And the campaign sparked more cultural relevance, as well as industry conversations about the challenges caused by ad blockers.

The Takeaways:

Mediahub’s campaign with Netflix accumulated over 1m social posts about the Black Mirror series.

Search volume increased 5x and it garnered 30x more social media conversation than season 2. 

Over 20 sites covered the campaign globally, creating a ton of additional earned media.

And the campaign sparked more cultural relevance, as well as industry conversations about the challenges caused by ad blockers. 

Curious how you can replicate the success of this campaign? Here a few key takeaways:

1. Use those audience insights

Mediahub and Netflix expertly used the Black Mirror audience insights. It informed how they reached their audience and how they spoke to them. 

Leverage every data point you have to inform your campaign—even the ones that don’t necessarily feel particularly actionable. Look at it from every angle and get creative.

This campaign only works because Netflix understood the target audience for their show.

2. Be bold in your creative

The social conversation about the Black Mirror campaign was largely focused on the clever, conversational tone of the banner ad. 

Don’t worry about cramming every value prop into the ad. Instead, engage in conversation with your audience and pique their curiosity. 

3. Find creative solutions

Netflix was facing what seemed like an unsolvable problem: trying to reach the unreachables. But instead of trying to fit a square peg into a round hole, they found a partner who helped them execute a creative solution. 

When the goal at hand seems too daunting, get help. Bring in people who will experiment, be bold, or even break rules. And be open to ideas, however outlandish they might sound at first.

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