How “Full Swing” Accumulated 17M Hours Watched on Netflix’s Global Top 10 List

Purpose of This Research

To identify the content and marketing strategy that contributed to the successful rollouts of Netflix’s “Full Swing”:

• ‍Assessing the launch timeline for the show
• Identifying key players in the distribution of content
• Highlighting factors that helped create a successful campaign

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Key Takeaways

Netflix released the teaser video for the show five weeks before the series debut on February 15, with both these significant events happening on a Wednesday. The official trailer was introduced merely 9 days before the series was set to premiere

• Actionable Recommendation
  To boost anticipation for a new series, release a teaser five weeks ahead of the premiere, followed by the official trailer nine days before launch. Consider utilizing Wednesday (1) as the release day to establish a routine with viewers.

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Full Swing's digital marketing started 8 days before and continued 5 days after the launch. Netflix's ad spend shows a strategy that emphasizes the launch week, while still supporting pre-launch anticipation and post-launch viewership.

• Actionable Recommendation
  Start your digital marketing 8 days before the series launch and continue for 5 days afterwards. This approach ensures a high impact at launch, with sustained interest before and after.

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Aside from Netflix's direct promotions, Full Swing garnered an additional 22M views, accounting for 33% of its total views. This significant boost came from the pro golfers' posts, the PGA Tour's posts, and a collaboration with Michelob Ultra.

• Actionable Recommendation
  Leverage collaborations with athletes featured in your series and relevant brands for promotion, much like Full Swing's strategy with pro golfers, the PGA Tour, and Michelob Ultra.

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Michelob Ultra collaborated with Netflix to air a 30-second ad during the Super Bowl, providing a preview of "Full Swing." The ad included a QR code granting early access to the show's first episode right after the game.

• Actionable Recommendation
  Explore the possibility of forging a unique collaboration with a complementary brand, mirroring the successful collab between Full Swing x Michelob Ultra. Utilize engaging elements like a QR code for early content access to drive interaction, leveraging major events such as the Super Bowl to promote the collaboration.

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Michelob Ultra and Netflix utilized celebrity features and a joint premiere to generate buzz. The campaign featured diverse sporting icons like Tony Romo, Alex Morgan, and Rickie Fowler, resonating with a wider audience. The premiere was timed strategically with the WM Phoenix Open and Super Bowl LVII, to maximize excitement.

• Actionable Recommendation
  Create a buzzworthy launch by partnering with influential personalities to drive engagement. Collaborate with a diverse group of athletes to expand your audience beyond the docuseries' sport. Strategically time the launch campaigns to align with major events like the WM Phoenix Open and Super Bowl LVII, taking advantage of the existing excitement to maximize impact.

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About Full Swing

"Full Swing" is a Netflix original sports docuseries that follows a group of pro golfers throughout a demanding season.

• ‍From the creators of the popular sports docuseries, Formula 1: Drive to Survive, this 8-episode series explores the personal lives, families, rivalries, and intense drama of pro golfers during the PGA tour and all four major championships. 
• ‍Following Netflix's anti-windowing approach, the series' first season premiered on February 15th, 2023, with all 8 episodes released simultaneously. 
• On March 7th, Netflix confirmed the show's renewal for a second season slated for 2024.

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Full Swing had a lower level of success on Netflix compared to Drive to Survive Season 5, which debuted in the same month. 

*Based on Netflix's Global Top 10 List data

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Whereas, Break Point, a docuseries released by the same creators a month earlier, didn't manage to make it on the Global Top 10s list.

*Based on Netflix's Global Top 10 List data

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Netflix's Full Swing page garnered over 2M desktop visits from January to May 2023, peaking at 690K during its launch week.

*In the US. Desktop Traffic Only.

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Full Swing's launch generated 1.4x more traffic than Break Point, while Drive to Survive's launch generated 1.3x more traffic than Full Swing's.

*In the US. Desktop Traffic Only.

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The promotion and release schedule of Full Swing was primarily divided into three distinct phases: Pre-Launch, Launch Week and Post-Launch. 

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Digital advertising began 8 days before the show’s launch and ran strong for 5 days after the launch.

Michelob Ultra expended 68% of its ad budget from February 7-8, while Netflix used 70% of theirs from February 8-20.

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Full Swing is a joint venture brought to life by Netflix and the PGA Tour, complemented by…

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..an advertising collaboration with Michelob Ultra featuring Rickie Fowler, Alex Morgan and Tony Romo. As well as social posts shared by some of the pro golfers featured in the series.

Total Followers includes the aggregated number of followers each respective entity has on all social media networks they are present on.

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Worldwide Web Search Interest for “Full Swing”

January 2023 - May 2023

*A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term. 

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“Full Swing” saw spikes in search interest during its pre-launch stage that corresponded to the following marketing initiatives:

*A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term. 

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Post-launch search interest for "Full Swing" surged on March 9th after Netflix announced (2) a second season.

*A value of 100 is the peak popularity for the term. A value of 50 means that the term is half as popular. A score of 0 means there was not enough data for this term. 

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Full Swing had a total of 62 organic posts, with Netflix contributing the largest share with 24 posts.

*From January - March 2023

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Full Swing amassed over 68M organic video views, with Netflix making up the majority (67%) at 46M views.

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Beyond Netflix's promotion, Full Swing attracted 22M views through the efforts of the pro golfers' posts, posts from the PGA Tour, and their collaboration with Michelob Ultra.

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Full Swing had the most success in garnering organic viewership on Instagram (22M) and Twitter (21M). 

*Combined total views from posts from Netflix, Pro Golfers, PGA Tour and Michelob Ultra.

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Full Swing saw the greatest amount of organic views during its Pre-Launch stage, where it had 39M views and 42 posts. 

*Combined total views from posts from Netflix, Pro Golfers, PGA Tour and Michelob Ultra.

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Teaser (Jan. 11th)

Netflix announced the Full Swing launch with a 55-second teaser video on January 11.

• This video was shared across Netflix's social media platforms - Twitter, Facebook, Instagram, and YouTube. It was also shared by the PGA tour and golfers such as Justin Thomas, Brooks Koepka, and Matt Fitzpatrick.
• Strategically, the teaser was unveiled five weeks before the series premiered on February 15. Both milestones fell on a Wednesday.
• The teaser video itself serves to introduce the players featured in the season, presenting short clips of each athlete, accompanied by their names displayed in the lower left corner of the screen.

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Official Trailer (Feb. 6th)

On February 6th, Netflix launched the official trailer video for Full Swing, generating 7M views.

• Similar to the teaser, the video was shared across Netflix's social media platforms - Twitter, Facebook, Instagram, TikTok, and YouTube, as well as golfers such as Justin Thomas, Brooks Koepka, and Ian Poulter. 
• The official trailer came out just 9 days prior to the series launch. 
• The trailer highlights the volatility and high stakes of golf alongside the personal journeys of individual golfers. It introduces the drama of the emerging LIV league and balances the intense competition with humour and candid moments, making the series relatable and appealing.

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Full Swing Clips (Feb. 15th - 22nd) 

Throughout the Launch Week, Netflix and its partners shared short clips from the series on social to promote the show.

• During the launch week, Full Swing Clip videos were strategically shared by Netflix and some of the golfers, showcasing select scenes from the first, fourth, and final episodes of the season. 
• These clips spotlight various themes throughout the show: comedy with Joel Dahmen's antics, intense competition via Spieth and Thomas' rivalry, and sentimental moments like Woods applauding Rory's victory.

Tiger Woods Congratulates Rory

Total Views: 12M | # of Shares: 4

Shirts Off

Total Views: 11M | # of Shares: 3

Jordan x Justin

Total Views: 2M | # of Shares: 2

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Season 2 Announcement (Mar. 7th) 

Just shy of three weeks after the launch (March 7th, 2023), Netflix confirmed a second season for Full Swing. 

• The announcement of the second season, just shy of three weeks post-launch, capitalized on the excitement and momentum generated by the show's first season enthusiasts.
• Netflix shared the post in collaboration with the PGA Tour, extending its reach to the Tour's social media followers.
• Netflix retained the logo and visuals from the first season of the show (similar to Break Point), allowing for easy recognition. 

Total Eng.: 165K

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Total Eng.: 5.2K | Total Views: 1.4M

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Netflix invested $45M in digital ads over the past 12 months*, with 57% dedicated to promoting films and 39% allocated to promoting shows.

*Between May 2022 - April 2023. In the US only.

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‍During this time, Netflix allocated the highest amount of investment towards promoting the shows Stranger Things ($3.7M) and Wednesday ($3.0M).

*Between May 2022 - April 2023. In the US only.

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Netflix invested $233K for promotional ads for Full Swing, with 70% of the budget used between February 8th and 20th.

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Netflix focused its ad spend on Display ($125K), followed by YouTube and TikTok. 

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Netflix's ad spend breakdown for Full Swing reveals a marketing strategy that prioritizes the launch week for maximum impact. 

While still investing in the pre-launch to generate anticipation and the post-launch for continued viewership.

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Display Ads

Display ads showcased Full Swing’s main image and a strong CTA. 

• By emphasizing that the series comes "from the creators of Formula 1: Drive To Survive," the ads effectively leverage the popularity of Drive to Survive.
• Pre-launch, Netflix’s display ads used "Learn More" leading to the series page. Post-launch, they switched to the "Watch Now" call to action.
• Following the series launch, the ad on the left was in circulation for a month (Feb. 15th to Mar. 15th).
• The display ads were prominently featured on draftkings.com, a website dedicated to fantasy sports contests and sports betting.

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YouTube Ads

Netflix ran two 30-second video ads on YouTube from Feb. 13th - 20th.

• ‍This ad is framed by the Netflix intro and watermark, and in both videos, the Netflix logo consistently appears in the upper right corner.
• ‍This ad effectively creates intrigue by hinting at the escalating drama inherent in the series, centred around the onset of the LIV golf tour controversy. 
• The videos skillfully blend gripping music with strategically chosen voice snippets, along with a selection of short scenes from the series. This combination serves to portray the show as dramatic, high-stakes, prestigious, while also subtly interspersing elements of humour.

Feb. 13th - Feb. 20th 

Spend $25K | Imp. 138K | CPM $15.02

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Spend $29K | Imp. 2.0M | CPM $14.98

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Super Bowl LVII Campaign 

Michelob Ultra's 2023 Super Bowl campaign embraced the changing golf culture through two ad spots and innovative brand partnerships.

• Michelob Ultra's Super Bowl campaign showcased the star-studded 60-second ad "New Members Day," reenacting scenes from "Caddyshack". Additionally, they partnered with Netflix for a 30-second spot, "Full Swing Gossip," offering a sneak peek of Full Swing and early access through a QR code.
• Additionally, the campaign included a collaboration with Devereux Golf on a new apparel collection.
• The "New Members Day" ad showcases an equal number of female and male athletes, reflecting Michelob Ultra's commitment to advancing gender equality in sports.

Source (4)

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Michelob Ultra x Full Swing — Social Teaser

On February 1st, Michelob Ultra teased the "Full Swing Gossip" ad on social.

• ‍Stir Up Excitement: Michelob got everyone buzzing about their upcoming Super Bowl ads by dropping them early on their socials.
• ‍Star-Studded: The video features pro golfer Rickie Fowler joined by Tony Romo and Alex Morgan on the course as they receive an early look at the upcoming series. Michelob encourages engagement by asking viewers who’d they’d pick to golf with. 
• ‍Strategic Collab: By aligning with Full Swing, Michelob Ultra, a sponsor of the PGA tour since 2002 (3), bolsters its dynamic brand identity. This partnership capitalizes on the series' 'new-age' spirit that mirrors its brand ethos, all while benefiting from a long-standing affiliation with golf.

Views: 240K | Total Eng.: 854

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Views: 29K | Total Eng.: 108

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Michelob Ultra x Full Swing — Celeb Post

On February 2nd, the star athletes featured in “Full Swing Gossip” shared the video on their Instagram reels.

• The videos were shared the following day after Michelob Ultra's initial video release, indicating a strategic, phased approach to their content sharing.‍
• Videos were shared as vertical reels on Instagram, ensuring optimized content for mobile consumption.
• The campaign broadens its appeal by featuring sporting icons across various disciplines, such as Tony Romo, Alex Morgan, and Rickie Fowler. This ensures a diverse sports representation resonating with a wider audience.

Tony Romo 

Views: 128K | Total Eng.: 4K

Alex Morgan

Views: 951K | Total Eng.: 33K

Rickie Fowler 

Views: 1.1M | Total Eng.: 27K

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On February 7th & 8th, Michelob Ultra allocated $516K to promote its partnership with Full Swing.

Accounting for 68% of Michelob Ultra’s $758K total ad spend on its Full Swing partnership.

*US Only

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Michelob Ultra allocated the bulk of its Full Swing campaign budget to Twitter ($331K), promoting a tweet featuring “Full Swing Gossip”.  

*US Only

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Michelob Ultra and Full Swing's logos were prominent in the display ads and invited users to scan a QR code for a sneak peek.

*US Only

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96% of Michelob Ultra’s Full Swing OTT ads ran on Netflix ($128K). 

*US Only

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Strategic Partnerships | Premiere Party

On the eve of Super Bowl LVII, Netflix and Michelob hosted a star-studded premiere for Full Swing at TopGolf in Arizona.

• The event leveraged the excitement around the WM Phoenix Open and the anticipation of Super Bowl LVII.
• The event assembled a host of celebrities and athletes, including Serena Williams, Lori Harvey, DeAndre Ayton, Saul Alveraz and others, and featured a surprise performance by Anderson .Paak and DJ Khaled.
• ‍Content from the premiere, shared by the PGA Tour, Netflix, and Michelob Ultra across their channels, amassed over 2M views.

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Michelob Ultra x Full Swing — Super Bowl LVII

The ad aired in the game's 2nd quarter, promoting the QR code for immediate early access to the show's first episode following the game.

• Following Michelob's 60-second spot "New Members Day" in the first quarter, which introduced the campaign's narrative of “new-aged golf,” the ad aired in the second quarter.
• ‍Strategic Timing: The QR codes granted viewers early access to the first episode, which was available immediately after the Super Bowl game.
• According to Ricardo Marques(4), the partnership with Netflix and the use of a scannable ad aimed to engage the audience, create a two-way conversation, and capture attention through surprise and innovation, representing a unique and unprecedented approach..

“Full Swing Gossip” 

Estimated Spend*: $7M | Estimated Viewers*: 113M

*Source (5)

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Michelob Ultra x Full Swing — Post-Super Bowl 

Following the Super Bowl, Michelob Ultra shared the following three tweets promoting Full Swing:  

• This tweet cleverly incorporates Netflix's familiar "Are you still watching?" prompt as a CTA, urging viewers to watch Full Swing.
• In this tweet, former NFL player Tony Romo urged fans to celebrate the end of the football season by watching Full Swing two days post-Super Bowl.

Views: 15K | Total Eng.: 131

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Views: 20K | Total Eng.: 99

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Views: 16K | Total Eng.: 45

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Additionally on February 12th, Netflix shared the “Full Swing Gossip” video on its Twitter and Facebook accounts, generating 642K views. 

• Michelob Ultra's QR codes granted early access until Monday, February 12th, at 11:59 p.m. ET. Netflix shared the "Full Swing Gossip" ad on its social channels, ensuring that viewers who missed the Super Bowl still had an opportunity to access the first episode early.
• By featuring Tony Romo, a former NFL player, current NFL reporter, and passionate golfer, Netflix and Michelob Ultra successfully bridge the worlds of football and golf, connecting them together for this Super Bowl campaign. 

Views: 68K | Total Eng.: 1.2K

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Views: 574K | Total Eng.: 853

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Michelob Ultra's Super Bowl campaign led to a +68% increase in MoM web traffic on its website in February 2023.

Digital Advertising Data Source Caveat

References:

1. Disney+ Officially Moves Original Series ‘Drop Day’ From Friday to Wednesday in Wake of Loki‘s Record-Setting Launch‍

2. ‘Full Swing’ Tees Up for a Second Season While ‘Break Point’ Hits a Big Return To Land a Season 2‍

3. Why Michelob Ultra Is Leveraging Golf, Tech At Super Bowl LVII‍

4. SEE MICHELOB ULTRA’S SUPER BOWL COMMERCIALS—‘CADDYSHACK’ MEETS NETFLIX

5.Super Bowl 57 averages over 113 million viewers