For the italian launch of the fourth season of Black Mirror, the cult series that talks about new technologies and its impact to the people, Netflix Italia thought
a really social and human experiment. In fact it opened the Black Mirror Social Club at BASE, in Milan. In that kind of future club you could order #instafood on the #foodporn menu: the atmosphere was #fashion and the guests were real #Igers”. Everyone would like to enjoy the club but the experience was reserved just for a few at the end: the entrance was allowed to who could shared more than thousand followers on Instagram.
During the event, the digital interaction became the really currency of exchange, so we achieved a complex architecture to happen the social game by coordinating the entry process of the club.
In addition, we produced a particular system that allowed us to combine specific contents for each users, projected onto the plate.. Finally we created a classification of “hall of fame/shame”: a social wall that analyzed all the instagram feeds, based on specific hashtag, has determined in real time the permanence or not of the guests in the room.
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