Talking about consistency, Bridgerton is definitely one of the best investments of Netflix. Though there is always a group of people who manage to question the quality of the show, it can’t be denied that the show is building a solid fanbase.
And now, Netflix will be paying the fans off with a new Bridgerton advertisement campaign for the third season.
Netflix and Shondaland announced a Bridgerton-themed event, the “Bridgerton Promenade,” set to transform a New York City plaza into a Regency-era market. This marks the show’s second live event, following “The Queen’s Ball: A Bridgerton Experience.”
In addition to this live event, Netflix has also entered the market with some products for the fans, which does take the mantra from consumerism. Especially tying up with some major clothing brands, Netflix can enter the cupboards, and this will definitely be a good form of advertisement.
The price point of such products will definitely be a bit high, but on a realistic scale, the USA isn’t as price-sensitive as the Indian market. And as Netflix promises to partner up with more brands to give the fans the Bridgerton experience, it will definitely give it more exposure through social media and word of mouth.
Talking about the entire blueprint of the event, Netflix chief marketing officer Marian Lee said, “We love connecting with fans and putting them at the center of our stories. Since its first season, the ‘Bridgerton’ fandom has been so passionate and loyal that we are delighted to bring them closer into the ‘Bridgerton’ universe and extend new ways for them to celebrate their favorite show.”
“Whether it’s romantic dresses, floral fragrances, or a spot of tea with biscuits, the new product collections immerse fans in authentic ways that can only be made possible through these standout brand collaborations.”
Later, on a similar note, Sandie Bailey stated, “One of the things we’ve learned is how much fans value and embrace the ‘Bridgerton’ aesthetic. The adoption of the world into their everyday lives is a fun way to extend the experience of the show off the screen, and we’ve made helping them do so a priority. As we are about to embark on the release of Season 3, having the opportunity to partner with incredible brands who share our passion around bringing this joy to the fans is very exciting.”
While promising immersive experiences and giveaways, the event appears to capitalize on the show’s popularity. It will solely depend on if the fans appreciate it or not. See, the hardcore fans will love anything that is thrown at them. There will be a question: will Netflix attract new Bridgerton fans with these sorts of events?
On paper, this strategy does look like a hit, but the execution will decide if it’s a hit or a miss.