The Campaign

Netflix launched an innovative campaign for the release of its romcom Your Place or Mine, starring Reese Witherspoon and Ashton Kutcher, using both digital and traditional media to generate buzz and social media engagement. The campaign sought to create a standout moment with an industry-first activation. Inspired by the influence of TikTok, Netflix fused on-platform content with the vibrant atmosphere of Times Square through Digital Out of Home (DOOH) screens.
The campaign kicked off with Reese and Ashton inviting TikTok users to share their love stories using the #YourPlaceOrMine hashtag. Netflix then took over a Times Square billboard for 24 hours, showcasing over 70 user-generated TikToks in a live activation. The event culminated in a surprise engagement showcased on Times Square billboards, seamlessly merging digital creativity with a live, made-for-the-movies moment.

The Results

The campaign drew a staggering 87 Million views across the #YourPlaceOrMine hashtag

30 Million+ Views across campaign content

An Industry First 24-Hour Billboard Takeover