netflix socks

2016

Earned PR | Video | Product

Netflix fans were taking to social media with a major complaint: Sometimes they binge-watched themselves to sleep and lost their spot. My team at Deeplocal partnered with Netflix to create the ultimate solution: DIY smart socks that automatically pause your show when you fall asleep watching Netflix. I helped oversee the campaign concept and development, and provided creative direction for the launch and demo videos, website, assets, and social posts.

  • Netflix Socks prototype

    Yes, we designed these suckers ourselves! They use an Arduino and simple coding to send a signal to your IR receiver when they detect you haven’t moved for an extended period of time.

  • Netflix Socks diagram

    Those who ordered a Netflix Socks kit got a handy diagram showing how the technology works.

  • Netflix Socks instructions

    The DIY technology must be sewn into the cuff of the socks like so.

  • Netflix socks website

    We create a website to share the inspiration behind the Socks, and house all the information folks would need to make their own.

  • Netflix socks website

    The Netflix Socks website walked users through the process of making their own socks, step by step. The first step was knitting the socks themselves, and they could download a pattern inspired by their favorite show.

A MAKE Magazine partnership

Because the socks were a DIY project, we knew they would be catnip for the highly social maker community. Rather than pouring money into a paid media campaign, we partnered with Make magazine to create a how-to video and seed the project with their followers. Within days, Netflix Socks had gone viral, earning 600+ press mentions,1 billion earned media impressions, and its own segment on Good Morning America.

AWARDS

Shorty Award Winner for Creative Use of Technology

AdAge Digital Campaign of the Year, Silver

Shortlisted for Cannes Lion for Creative Innovation