The streaming service's new promotion aims for awards attention with a side of coleslaw
After premiering in February to critical acclaim with no commercials, no set show lengths, and its entire season available all at once, Netflix's "House of Cards" appears to be on track to continue innovating with a unique promotional strategy that could influence the fast-approaching Emmy nominations.
Starting Monday, Freddy’s food truck, inspired by the barbeque joint that the show's congressman Frank Underwood (Kevin Spacey) frequents, appears at strategic locations throughout Los Angeles, including Miracle Mile and the International Music Festival.
Follow @HouseOfCards and @rollinribbbq on Twitter for additional updates and locations.
The truck is emblazoned with iconic images from "House of Cards," the Freddy’s logo, and perhaps most significantly, “For your Emmy Consideration."
Academy of TV Arts & Sciences members eat free at the food truck – this carries a bit of irony given that Frank Underwood routinely uses Freddy’s for backroom deals and electioneering throughout the drama series.
However, with Emmy ballots due June 28, this bold publicity may be exactly what "House of Cards" needs to get voters' attention.
This sort of aggressive, entertaining, and explicit promotion is uncommon around Emmy season; it comes on the heels of Netflix offering free subscriptions to voters and the massive success of a viral marketing campaign involving Bluth's banana stand to promote "Arrested Development," which it brought back last month.
Netflix is definitely vying to be taken seriously at this year's Emmys. Freddy's food truck and the in-your-face marketing that goes along with it might be just the edge they need.
"House of Cards" was the talk of the town back in February. This stunt could revitalize some of that dialogue to help the show snag an Emmy nomination for this year's incredibly competitive Drama Series category. Given that the awards are currently dominated by cable and broadcast,nominations for the series in key categories would be a major victory, and a potential Emmy game-changer that could bode well for the future of Netflix and innovative online-only series.