the brands that scored big during netflix’s love is blind live finale fail.
If you're not a Love is Blind fan, lemme catch you up… This week netflix promised it's FIRST EVER live event, where hundreds of thousands of viewers were planning to tune in to see the live reunion, getting the details we miss through the edit of reality tv.
The drama was not the cast this time - it was Netflix's technical errors that ultimately left us all hanging in the chat box of their instagram live for hours… which is where things got interesting.
Here's how it went…
I'm sitting on the couch, girls fast asleep already (thank you John!) pulling up Netflix at 800pm est on.the.dot. so I can tune into this live reunion and finally not feel like I'm living under a rock as a mid-thirties mom of two.
5 or so minutes of refreshing my tv, and I text a friend too see if she's also having issues. She replies “they said on twitter it would be like 15 minutes.”
Ok, 15 minutes I could do. I grab a snack and start to wonder if it's drama with two of the girls, or did Irena show up? What is happening on that set?
15 minutes later: still nothing. And now netflix has posted a new picture of our villian, Irena, saying “promise it's worth it.” At this point, where does any good fan head?
The live stream on Instagram. And let me tell you, this is where the part was at.
The screen read “Love is Late.” and the comments were absolute fire. It was like a celebrity party I didn't realize I'd walked into, and 150K other friends were there too:
Past LIB contestants were showing up in their true personalities of course, but then:
I Heart Radio was taking Taylor Swift song requests.
The City of NY was serving as the countdown timer to Succession.
Dunkin' was talking about their 8pm meeting was late, their 9am didn't stand a chance.
MTV: "maybe we got punk'd."
Chris Loves Julia ran out of snacks, and had lots of “questions for the cast”
Cheesecake Factory started a drinking game featuring their new cocktail menu.
As you can see, I was taking notes because this was a total WIN for these brands, showing up casually to serve people in a time where they desperately needed to be entertained, in a way that only their brand could.
And as I sit and think about this now, what a missed opportunity for Netflix! They could have made this into something entertaining and memorable for them - instead they became a mass-shared meme pretty quickly by showing their panic.
So now I have a challenge for you…
Here's an exercise to stretch your brand voice and really define who you are:
how would your brand respond to a scenario like this?
you'll first need to know:
where are some other places your ideal clients hang on social media?
who do they follow, what do they binge?
what shows do they like?
what's their winddown routine?
how would they like to be entertained?
and remember: this is a time all about connecting, not selling.
