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Euro Summer Photo Tour
Amplify + Netflix invite fans to fake their way to Europe to celebrate Season 4 of ‘Emily in Paris’…
Challenge
Launching Season 4 of ‘Emily in Paris’ on Netflix needed a stunt that would capture fans attention and drive conversation online.
Insight + Strategy
Every year thousands of Aussies flock to Europe in search of summer, which drives nationwide FOMO across social media.
Nothing drives FOMO like a #travelphotodump of Aussies holidays in Europe, filled with an assortment of different locations and abstract details to tell a story of your holiday.
However, the influx of ‘Euro Summer’ tourists make it nearly impossible to capture the perfect FOMO-inducing photos amidst the crowds and the chaos.
We wanted to turn the FOMO that Aussies faced into ‘Joy of Missing Out’.
Solution
Fake Your Way to Europe.
The ultimate dupe of a Euro Summer photo dump.
Our campaign invited fans into the fun and glamour of Emily’s world to snap ‘faux photo dumps’, for the chance to win a trip to the Part 2 Premiere in the real Italy.
With the very best and most Emily-esque post selected to win. Fans created glamorous travel content, without battling chaotic crowds or a 20-hour flight.
The Euro Summer Photo Tour had a simple faux-to formula, creating an immersive journey of believable dupe moments that are typically touristy, instantly recognisable and iconically Emily.
Hosted at the luxurious Intercontinental Sydney, fans entered the First Class Lounge to receive their tickets, posing with one-of-one props from the series as they prepared for boarding.
Instantly transported to the limestone streets of Paris, guests encountered their first hero photo stop, set to the backdrop of the iconic Eiffel Tower.
To create believable content, each photo moment was designed with a single, perfect shot in mind. Crafted with lighting designers and photographers, fans were guided on how to get the perfect angle at the perfect distance to accurately emulate the real images on social.
Taking photos in upscale fashion boutiques across Europe is absolutely frowned upon! Luckily that isn’t the case at Maison D’Emily. Featuring real costumes from all four seasons of the series, this luxury fashion boutique encouraged window shopping and trying on accessories was a mandatory.
To truly enter Emily’s world, a pivotal scene from Season 4 was recreated in Monet’s Garden where Emily and Camille are in row boats, becoming an IYKYK moment for fans who had watched the Season 4 release the night before.
Foreshadowing Season Four Part 2’s plot twist, the final three photo tour stops weren’t set in Paris (spoiler alert!). First enjoying a upgrade to Business Class with the Italian sunset over the horizon, fans got a sneak peek of what’s to come in Part 2 with another hero photo stop at the Colosseum, posing on a red Vespa.
As a reward for completing their European jaunt, fans entered Cafe de Faux to sit back and relax with a free croissant and coffee as they crafted their most Emily-esque post for their chance to win.
In collaboration with Wavemaker and Snackdrawer, the experience was amplified through content creators and a restaurant partnership with Urban List.
Lead content creator Maddy Macrae partnered with Netflix to tease the opening of the experience, sharing a tongue-in-cheek teaser to announce the Euro Summer Photo Tour’s arrival.
On launch day, some of Australia’s most fashionable content creators enjoyed a VIP brunch and tour to create awareness and generate excitement for the weekend ahead.
Amplified with restaurant partnerships across the country at Entrecôte, Bisou Bisou, The Pont and La Lune with complementary Emily-inspired menu add ons for guests to order and capture for the chance to win.
8.1m
social reach
58k
social engagement from paid talent and experience attendees
586
attendees
25
minutes of dwell time