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Haley Miranda Group’s buzz-generating media stunt campaign for Netflix helped get House of Cards on the Emmy ballot. To capture the media’s attention and help drive Emmy nominations, we played off the series’ political theme by placing “vote for” lawn signs in neighborhoods with high concentrations of TV Academy voters. Brand Ambassadors dressed as political canvassers offered residents a choice of free Netflix subscriptions, AMEX gift cards, or Red Cross donations in exchange for displaying the signs for two weeks. We also created a food truck version of the main character’s favorite BBQ joint and offered free meals to Academy members at industry and media hot spots.
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