NETFLIX
Goodbye, YOU
To celebrate the final season of the breakout hit YOU, Netflix wanted to reward the show’s passionate fans with an immersive experience that brought them deeper into the world of the show.
Knowing that fans of YOU can be just as obsessive as the show’s alluring antagonist, Joe Goldberg, we brought the show’s lore to life, constructing our very own Mooney’s Bookstore in NYC—encouraging fans to step into the story and uncover secrets of their own.
Core Services
- Brand Partnerships
- Creative Strategy + Development
- Influencer Talent & Programming
- Integrated Marketing Strategy
Over two days, fans flocked to Mooney’s Bookstore, which was filled with real books, Easter eggs and references, and in-show artifacts. To fully explore the experience, guests embarked on a literary scavenger hunt, scouring the shelves for handwritten clues that referenced the show’s past four seasons.
The scavenger hunt led to a replica of Joe’s infamous cage, rigged with props and complete with an eerie CCTV photo moment. Those who completed the hunt walked away with exclusive show swag, and a chance to attend a special advance fan screening at New York’s Paris Theatre.
We then took the obsession nationwide and partnered with indie bookstores to host smaller-scale scavenger hunts, where patrons of bookstores like The Last Chapter in Chicago and Books & Books in Miami hunted for clues and won branded show swag, as well as access to advance digital screenings.
