Netflix’s Bold Predictions Are Paying Off in Its Tarot-Themed ‘What Next’ Campaign

Through it all, Lee emphasized that Netflix remains flexible in its execution.

Not everything can be predicted

The streamer’s ingrained flexibility is evident in how it has approached multiple recent situations, including expanding its campaign for KPop Demon Hunters after the movie blew up in popularity and even leveraging added publicity from a viral fan theory about the final season of Stranger Things.

Following the Stranger Things finale airing on New Year’s Eve, fans came up with several pieces of “evidence” that there was a secret ninth episode of the show on the way. Lee noted that the theory of the secret episode, known as the Conformity Gate, became so popular that it even led her to question her own reality.

“It just kept going. For a minute, I was like, ‘Is there a ninth episode? Is this the best-kept secret at Netflix?’” Lee said, laughing. “I was like, ‘Oh my God, I’m actually losing my mind. What am I doing? This is how conspiracy theories really do get started.”

Reacting to the situation, Netflix used the added publicity to tease its Stranger Things documentary, which takes fans behind the scenes of the final season. Lee said that while most of a campaign is rigorously planned, some things, like the Conformity Gate phenomenon, happen serendipitously, which is where the flexibility comes in.

The streamer is currently in the middle of another of those serendipitous situations, with Teyana Taylor, the star of its “What Next” campaign, also recently winning a Golden Globe for One Battle After Another, instantly making her a central figure during the ongoing awards season.

It wasn’t predicted, but it puts Netflix in a stronger position to win.

“The principle really is about flexibility and agility,” Lee said. “Netflix positions itself well to do that. And that’s why we were able to do it for Stranger Things, we’re able to pivot for Kpop Demon Hunters, and we try to leave room in the overall plan for things that we can’t anticipate.”