The first season of "Wednesday," starring Jenna Ortega, became the most-watched English-language series a couple of years ago, racking up 1.31 billion viewing hours in just five weeks.
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To avoid stumbling with the highly anticipated follow-up, Netflix unleashed its full marketing arsenal. Season 2 has already logged an impressive 625.9 million viewing hours, with numbers expected to rise - though likely not reaching the heights of its predecessor.
To reignite audience interest, Netflix leaned into Jenna Ortega’s brooding outsider persona, resonating with teens who see themselves as misfits. The streamer also teamed up with major brands: Cheetos named the series’ iconic Thing its official "face," while Wendy's launched a themed drive-thru.
But the real game-changer was Lady Gaga, who joined the cast for a cameo and brought her viral dance moves to the table. The pop star amplified the campaign by tapping into TikTok’s vast reach, helping make this one of Netflix’s most engaging promotions ever, with over 9 billion social media impressions.
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As a final flourish, Netflix opened applications for the fictional Nevermore Academy. Accepted candidates received a welcome package with goodies, while rejected applicants got a rejection letter - allegedly penned by Wednesday Addams herself (hopefully not in blood).
