Netflix Goes Glocal

Local Strategies for Transmedia Advertising

Abstract

This paper presents a quantitative and qualitative analysis of transmedia advertising strategies, designed for Netflix Originals in the past years and focused on the Italian market. The paper identifies the strategic articulations of local advertising, between marketing and design: these kind of advertising contents engage users in a personal communication, through various forms of interactive storytelling, developed in social networks with the remediation of recurrence, pop stars, influencers and local gossip. A paradigmatic model of transmedia advertising finally emerges, clearly based on glocalization, that is, inclusive of local and global trends.