Imagine being a major 90s celebrity in Hollywood and being bombarded with the same question every day since the letting the end of your 4th season, when is season 5 coming.
Literally, the question was tweeted to BoJack every day multiple times a day for months. You can't bother a big hollywoo star like that without him eventually losing it - and that's exactly what happened. BoJack announced the date of Season 5 in the most BoJack way ever, quote retweeting a random fan and sarcastically saying she was the millionth person to ask winning the prize of the actual date. That's right - no coordinated PR effort, flashy a/v asset or synchronized talent posting schedule - just a horse who had the last straw.
Netflix quickly jumped in for real time engagement with BoJack as the horse and the brand went back and forth in the comments arguing about the announce, even bringing in the likes of Jack Dorsey and Reed Hastings through fake text conversations. The fanbase went wild with the tweet racking up over 6.5m impressions and 250k engagements and counting to this day. It soared to the top of reddit with over 18K upvotes on simply a direct link to the tweet. The tweet itself was organically picked up and referenced in 24 out of 26 publications including EW, HighSnobiety, Vulture, Deadline and Fader with comments about the style of announce and wild banter with Netflix.
Integrated advertisement created by hi5.agency, United States for Netflix, within the categories: Media, TV Promos.
Global Creative Marketing: Tyler Lynch
Chief Creative: Matt Sample
Head of Process: Hilary Joyner
Managing Director: Raimy Rosenduft
Head of Strategy: Allan Gungormez
Head of Social: Jamie Ksieski
Sr. Social Lead: Zach Ames
Process Manager: Lindsay Galbraith
Sr. Designer: Joel Caswell
Sr. Social Content Manager: Jill Whalen