‘Joe’s Glass Cage’

Netflix create an interactive installation allowing visitors to step inside “YOU” series for a taste of the truly horrifying experience for themselves.

To promote “YOU” the new psychological thriller Netflix original series, we recreated a “Glass Cage” that stalker “Joe” locks “Beck” up in the series and engage people through the narrative of Joe. Each visitor gets rich experience of being obsessed by a creepy stalker with real-time customizing narratives based on their individuality.

The Glass Cage comes with “Interactive Scripted Surrounding Sound Design” (dolby 5.1) and “One-Way Mirror” the visitor cannot see from the inside of the room making the audience feel like being stalked.

“YOU Series”, the story of “Joe”, a New York bookstore manager who falls in love with a customer named “Beck” and quickly becomes obsessed with her. Joe use his Glass Room, which lies underground of his bookstore, to lock Beck inside so that he can fully obsessed with her and to control the fate of Beck’s live. Starring Penn Badgley, as Joe and Elizabeth Lail as Beck.

The Glass cage is launched to make the visitors get the taste of being obsessed through the narratives and act like an on-ground interactive trailers to make visitor immerse into the story.

The Results

• Within one week after launch, 17 Millions total Campaign Reach
• 95% of visitors to Joe Glass Cage share their own experience in their social and tag their friends
• People have to line up more than 2 hours to experience the Glass Cage
• 1 Millions Engagements
• 2.5 Millions total VDO View within 3 days
• Over 100,000 social voices talking about the campaign