Netflix is no stranger to sexual euphemisms — “Netflix and chill,” anyone? — and now the streaming service is making it OK for other brands to get in on the action.
The viral Netflix thread marks the latest instance of brands using social media in a more laid-back, carefree manner to interact with consumers, experts say. Still, companies openly joking about sex online marks somewhat of a departure from traditional social media marketing, according to Todd Bacile, an associate professor of marketing at Loyola University New Orleans.
Bacile cited the example of the American Red Cross facing a public relations crisis in 2011, after an employee — who thought she was posting on a personal account —"Ryan found 4 more bottle packs of Dogfish Head's Midas Touch Beer ... when we drink we do it right," the tweet read, along with the hashtag"gettngslizzerd."
Elaine Young, a professor of digital and social media marketing at Champlain College, agreed, saying the Netflix thread was not too surprising, given companies like Wendy's and Burger King have upended the rules of social media marketing in recent years. Young added that it was especially"fun to watch" Vermont companies like Magic Hat and Sustain Natural, a sustainable condom company, join in on the Netflix thread, instead of just the usual companies.
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