Case Study: Netflix - Gamification Strategy

Introduction

It is undeniable that Netflix has benefited greatly from the pandemic — in the first three months of 2020, almost 16 million new subscribers were recorded (RND, 2020). However, to continue this growth, it is essential to closely examine the company's reputation through their online presence and establish a strategy that not only serves the company's goals, but more importantly accomplishes the needs of the customer.

The VISION

Examine the quality of Netflix’s online presence and analyze its alignment with the company's intended reputation; then provide recommendations to improve Netflix’s reputation through leveraging several of their social media platforms.

Netflix can introduce a gamification system into its current social media strategy to boost its online presence. Utilizing Instagram, Facebook, and TikTok, as they not only contribute the majority of Netflix’s followers on social media, but also represent a large portion of its main user demographics who are generally between the ages of 35 and 45, followed by those between 25 to 34.

The OPPORTUNITY

While Netflix has created a handful of merchandise lines with popular shows like Stranger Things and Squid Game, there are opportunities to expand with new content offerings and past favorites. Collaborating with creators or artists from a range of backgrounds would speak highly to Netflix’s values of inclusivity and variety.

This can coincide with an adaptation of “Treasure Hunt” across different programs to increase consumer participation, generate more awareness,  and boost viewerships of the shows. The treasure hunt can involve certain scenes in in-demand shows, whereby ambiguous questions can be posted on Netflix’s social media platforms asking viewers to, for example, ‘What was in the cake display stand in Central Perk? - Friends’* (SPOILER: it's a potato).

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The KEY FACTORS

Desired Reputation

Built-In: Netflix’s good reputation is a strategic asset to the company. Its desired and actual reputation align.

Environment

Built-In: Netflix’s reputation successfully builds on existing market demand. 

Normative Logic

Built-In: Normative Logic guides Netflix’s strategic decisions by having a clear stakeholder priority - the consumers. 

Performance Goals

Bolted-On: Broad scope of performance goals. “To entertain the world” is a flexible statement. 

Economic Logic

Built-In: Netflix’s reputation is built directly from the business model. 

Managerial Beliefs

Built-In: Reputation confers a competitive advantage by putting stakeholders at the core of CSR. 

Supporting Arrangements

Bolted-On: Not everyone carries out their role of upholding Netflix’s reputation.