In 2015, despite West Coast tech credentials and state of the art user experience, Netflix was still a challenger in Europe, trailing behind the legacy broadcast and cable channels. The streaming platform had just started to assert its cultural credentials with the critical and popular success of shows such as House of Cards of Orange is the New Black. It faced a triple challenge: elevate its cultural credentials, make its experience wildly available, and recruit new paid subscribers by the tens of thousands every week.

Netflix approached Webedia and its flagship publication Allociné, the leading site and app in the movie and TV space. At first Netflix wanted to ensure its shows' visibility on this popular platform, through paid placements mostly. We took it upon ourselves to take things much further, developing a multi-pronged experience that fed three birds with one scone - this is the PETA friendly version of the other saying, the one you know all too well 🤨.