This February, Michael Bolton and a cast of well-known comedians will be bringing a variety comedy show to Netflix. Titled, “Michael Bolton’s Big, Sexy Valentine’s Day Special,” the Netflix original is a tongue-in-cheek program “designed to inspire the world to make love.”
Supporting the variety show is Branded Cities Network’s Bryant Park digital spectacular. In keeping with the theme of the program, Netflix has added a live counter to its creative, detailing how many babies have been “conceived” since the launch of the show. Netflix’s goal was to have the counter go from 0 to 75,000 over the course of the four-week campaign. Since something like this would typically fall outside the range of available dynamic content, BCN’s tech team needed to simulate the counter without the need of time consuming art renderings.
BCN’s VP of Technology, Shawn Taylor explains, “The significance of creating an auto counter that will go through the month and reach its final number is huge. Traditionally, the creative agency would need to render out a video for each change in the number, for multiple videos each day for 28 days. What we have done here is automate Netflix’s desired effect in an intuitive way so every time their spot plays, the number will increase towards the 75,000 goal.”