Bobby, Bobby, Bobby…

By releasing full seasons of TV shows all at once Netflix changed forever our the way we watch and created a whole new set of behaviors: binging, spoiling, losing oneself in the complexity of choice, deliberately delaying the viewing of the last episode to extend the pleasure of the suspense, etc.

During my tenure at Netflix, we started a multi-discipline project to bring to life and celebrate these new viewing behaviors.

“The Rat” celebrates Spoiling. We used data to confirm that Dark Thrillers was the genre spoilers loved to spoil the most and we created what looked like a Netflix show to send them a warning they couldn’t ignore.

This interactive film gave spoilers a choice: should a spoiler lose his life for ruining the show? And most of them answered “yes” (73% to be precise)… despite their own spoiling tendencies.

It was one of the most engaging polls ever with 83% of the people watching the film engaging in the poll vs a 10% industry average. And conversations went wild.