Sweet Korean treats, and cherry-blossomed streets, INVNT facilitated a partnership between Netflix Australia and local Korean dessert establishments, Icyland and Siroo Rice Cake Cafe, to mark the launch of the spinoff series ‘XO, Kitty’ from the popular film franchise ‘To All The Boys I’ve Loved Before.’ Netflix Australia successfully implemented a launch strategy that aimed to generate excitement and engage the target audience through a Korean-themed dessert bar in Sydney, offering complimentary sweet treats.
The ‘XO, Kitty’ launch effectively generated buzz and anticipation for the spinoff series while authentically capturing the essence of the show’s Korean culture and its central themes of love and self-discovery. The strategic approach included an influencer lead pre-launch teaser, primarily aimed to attract young adults, particularly the Korean community in Sydney, and fully immerse them in the captivating world of ‘XO, Kitty.’
The pop-up Korean dessert bar was strategically positioned at a prime location in Sydney on the day of the series’ launch. All visitors were treated to free sweet delicacies, which sold out attracting over 1000 attendees. These offerings included Korean rice cakes, bingsu (shaved ice dessert), and iced tea, providing not only a delightful culinary experience but also a direct connection to the Korean culture depicted in ‘XO, Kitty.’
The combination of an immersive theme, a complimentary dessert bar, and interactive elements proved highly effective, resulting in heightened awareness, positive brand sentiment, and increased local engagement for the spinoff series ‘XO, Kitty’ which is now available to watch on Netflix.
