{"id":43604,"date":"2023-10-20T15:29:48","date_gmt":"2023-10-20T15:29:48","guid":{"rendered":"http:\/\/startupsmart.test\/2023\/10\/20\/netflixs-house-of-cards-the-marketing-genius-that-is-fu2016-startupsmart\/"},"modified":"2023-10-20T15:29:48","modified_gmt":"2023-10-20T15:29:48","slug":"netflixs-house-of-cards-the-marketing-genius-that-is-fu2016-startupsmart","status":"publish","type":"post","link":"https:\/\/www.startupsmart.com.au\/uncategorized\/netflixs-house-of-cards-the-marketing-genius-that-is-fu2016-startupsmart\/","title":{"rendered":"Netflix\u2019s House of Cards: The marketing genius that is #FU2016 – StartupSmart"},"content":{"rendered":"
\"\"<\/div>\n
\n

As the 2016 Presidential election campaign kicks into high gear in the United States, a wildcard contestant has emerged in over the past 24 hours.<\/p>\n

#FU2016<\/strong><\/h2>\n

With a slick campaign video that places people at the centre of his campaign and a website that rivals his real-world adversaries, the unexpected political candidate for the presidency of the United States of America is one Francis J Underwood.<\/p>\n

 <\/p>\n

Unlike your Donald or your Hilary \u2013  Frank is a little more\u2026 niche.<\/p>\n

 <\/p>\n

While fans of the Netflix series House of Cards<\/em> will be familiar with the story of Underwood\u2019s rise to power, it\u2019s what he does next that has our attention. Not because of a particularly juicy season three cliffhanger or the promise of more salacious political drama to come; but because his season four premiere marketing junket in the guise of an election campaign is as good as it gets.<\/p>\n

 <\/p>\n

Seriously, if Frank Underwood was a real person running for the presidency, Donald and Hilary would be in for one hell of a marketing showdown.<\/p>\n

 <\/p>\n

<\/strong><\/h3>\n

The genius that is #FU2016<\/strong><\/h3>\n

<\/strong><\/p>\n

 <\/p>\n

 <\/p>\n

1. Timing<\/strong><\/h3>\n

 <\/p>\n

The United States presidential election is scheduled for 8 November, 2016. Democrat and Republican frontrunners Hilary Clinton and Donald Trump continue to dominate the news media with their campaigning activities and policies meaning Netflix\u2019s primary audience is primed for hardcore political messaging. Instead of standing out as a fictional premise, #FU2016 fits right in with a clever twist on an old television series marketing template. Some will see it as pure entertainment, others will marvel at the political ingenuity behind the seamless marketing campaign. Either way, it fits both the character and series perfectly.<\/p>\n

<\/h3>\n

2. Branding<\/strong><\/h3>\n

 <\/p>\n

Frank Underwood (portrayed by actor Kevin Spacey) is a sublime blend of Hollywood royalty meets powerhouse politician. Underwood\u2019s brand is entirely believable: from visionary imagery to a colour palette and soundtrack legitimised with a distinctly American patriotic flavour, brand Underwood is as nuanced as you\u2019d expect from a genuine political candidate. The result? Audiences (new and old) that feel a sense of familiarity with the campaign as it cascades through it\u2019s pre-election cycle.<\/p>\n

 <\/p>\n

3. Social integration<\/strong><\/h3>\n

 <\/p>\n

Plug the URL www.fu2016.com into Facebook and you\u2019re an instant supporter:<\/p>\n

\"FB<\/p>\n

 <\/p>\n

Head over to @FUnderwoodHOC on Twitter to get your \u201cFrancis J Underwood for president\u201d badge. There is even a downloadable media kit so you can deck out all your social media channels in #FU2016 livery.<\/p>\n

 <\/p>\n

This is political social media integration so well delivered that it should be used as a case study for political campaigners around the world. Hot links with onsite integrated content; call to action buttons and email subscription prompts – the only thing missing is the real life \u2018donate-here\u2019 imperative.<\/p>\n

 <\/p>\n

4. A double entendre hashtag campaign<\/strong><\/h3>\n

<\/h3>\n

If you are a House of Cards<\/em> fan you\u2019ll know that Frank Underwood has no qualms about putting a permanent end to those who pose a risk to his conniving ambitions, making the \u2018FU\u2019 hashtag campaign and website URL a beautifully crafted double entendre. Sure it\u2019s Frank Underwood’s initials, but it\u2019s also a clever stab at both the characters detractors and his aggressive attitude towards retaining power.<\/p>\n

<\/h3>\n

5. Soft power storytelling<\/strong><\/h3>\n

<\/h3>\n

\u201cThey say\u2026\u201d those who can tell good relatable stories, capture people\u2019s hearts and minds.<\/p>\n

 <\/p>\n

Underwood’s blog reel reads like a biography in progress, taking his audience on his journey with him in lockstep. Not missing a beat, the stories he tells are steeped in political campaigning strategy focusing on jobs, families, national security, safety and economic prosperity.<\/p>\n

 <\/p>\n

 <\/p>\n

This article was first published on Nicole Matejic\u2019s website.<\/p>\n<\/p><\/div>\n

Follow SmartCompany on Facebook, LinkedIn and Twitter.<\/p>\n","protected":false},"excerpt":{"rendered":"

As the 2016 Presidential election campaign kicks into high gear in the United States, a wildcard contestant has emerged in<\/p>\n","protected":false},"author":1,"featured_media":59702,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10,17,1,15],"tags":[],"_links":{"self":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/43604"}],"collection":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/comments?post=43604"}],"version-history":[{"count":0,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/posts\/43604\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media\/59702"}],"wp:attachment":[{"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/media?parent=43604"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/categories?post=43604"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.startupsmart.com.au\/wp-json\/wp\/v2\/tags?post=43604"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}