Let’s talk about Netflix for a second. For years and years, they’ve been the venue of choice for incessant binges, emotional upheavals, and guilty pleasures. As of late, though, Netflix has been working on something far more ambitious than simply keeping us glued to the couch: creating physical, real experiences in partnership with Mastercard.
This is much more than a brilliant marketing ploy; this is a road map on how companies can take it up a notch, think out of the box, and create long-term consumer relationships. Let’s break it down and see what makes this partnership a marketing masterstroke—and how others can take a page from their book.
Bringing Netflix off the screen and into our lives
Imagine walking into a mall and finding a Netflix House—year-round venues that feel like a playground for fans. There’s themed dining, exclusive merch, and activities that take the magic of Netflix’s shows and put it right into your hands. And it’s not just malls. They’re hosting “Stranger Things” Broadway plays and serving dishes inspired by their shows in Las Vegas.
Here’s where Mastercard comes in. They’re the preferred payment partner for all these experiences, giving their customers early access to tickets and special perks. It’s a smart move for both brands: Netflix gets to bring its stories to life while Mastercard becomes the VIP pass to these memorable moments.
This approach works because it’s tapping into what people crave now—experiences. We’ve moved beyond wanting just products or services. People want something they can Instagram, talk about, and remember long after the moment’s gone.
Why this strategy hits differently
Netflix and Mastercard aren’t just selling tickets or meals; they’re creating emotional connections. Think of it this way: When a fan walks into a Netflix House or takes a bite of a dish inspired by their favorite show, they are not just consuming a product; they’re living a story.
And that’s the magic. These experiences turn casual viewers into die-hard fans and loyal customers. It’s a level of engagement that streaming or traditional advertising just can’t achieve.
This marketing strategy also works because it bridges two seemingly separate worlds—entertainment and payments. By teaming up, both brands get to expand their reach in ways they couldn’t alone. Netflix can deepen its fandom, while Mastercard strengthens its image as more than just a payment processor—it becomes part of the experience itself.
Lessons for brands and entrepreneurs
So, how can other brands and entrepreneurs take a page from the Netflix-Mastercard playbook? Here are some takeaways:
1. Create experiences, not just products
Think about how your brand can go beyond selling and start creating. What can you offer that people can touch, feel, or immerse themselves in? Experiences stick with people far longer than ads or emails ever will.
2. Find the right partner
Netflix and Mastercard work so well together because they complement each other. Netflix brings the stories, and Mastercard brings the access. The lesson? Don’t just partner for the sake of it—find someone who can help you amplify your strengths and offer something truly valuable.
3. Build emotional connections
Create emotionally charged experiences through a workshop, pop-up, or bespoke service. It’s when consumers connect to your brand that they’ll be more likely to stick with it.
4. Be bold and think outside your niche
Netflix could’ve stuck to streaming, but they chose to expand their universe. It’s a reminder that you don’t have to stay in your lane. Explore how your brand can evolve in unexpected ways.
The big takeaway
Focus on building emotionally charged experiences—be it through a workshop, pop-up event, or personalized service. When consumers connect emotionally with your brand, they will want to be loyal customers.
For other brands, the lesson is clear: don’t just think about selling. Think about how you can be a part of your customers’ lives in meaningful, memorable ways. Whether you’re a startup or an established name, the opportunity to connect is always there—you just have to be creative enough to grab it.
FAQ’s
1. How can businesses create memorable customer experiences?
Make it personal and interactive. Host events, pop-ups, or hands-on activities that connect emotionally with your audience.
2. What’s key when choosing a marketing partner?
Find a partner with a shared audience and values to amplify your message and make the experience seamless.
3. How can unique collaborations boost marketing?
Unexpected pairings grab attention and create buzz, leaving a lasting impression on customers.