Netflix - Last DVD
Netflix launched the "Last DVD" campaign to mark the end of its DVD rental service, which began in 1998. The campaign involved sending out the final red envelopes to DVD subscribers on September 29, 2023. A nostalgia-laden video titled "Long Live the Red Envelope Era" was released, celebrating 25 years of Netflix's iconic DVD service, which shipped over 5 billion discs.
What makes this campaign unique is the emotional pull Netflix used to engage with its original fanbase. The "Last DVD" campaign focused not on selling a product but celebrating a legacy, leveraging nostalgia for a service that shaped the home entertainment experience of millions. It was a fitting tribute to the red envelopes that were once synonymous with convenience in movie watching, long before Netflix transformed streaming culture. The campaign created a sense of community and finality, offering a meaningful farewell
Core Theme of the Campaign -
The key moment of the campaign was Netflix shipping its last DVD ever on September 29, 2023, bringing the curtain down on its DVD rental era. As a special touch, Netflix also offered select subscribers an extra surprise of up to 10 DVDs in their final shipment. The campaign highlighted Netflix’s journey from physical media to a global streaming powerhouse, emphasizing the importance of its DVD service in laying the foundation for its current success
The campaign was targeted at long-time Netflix users who were subscribers to the DVD rental service, as well as anyone who followed Netflix's transition from physical media to streaming. It catered specifically to those who enjoyed collecting physical DVDs or who had used Netflix's DVD-by-mail service in the past.
Master the Art of High-Impact Campaigns with 2200+ Cases
About the
Campaign -
Netflix’s "Last DVD" campaign marked the end of an era, celebrating its DVD rental service that started in 1998.
The company shipped out its final red envelopes on September 29, 2023, and shared a touching video reflecting on its DVD rental journey.
Over 25 years, Netflix shipped more than 5 billion DVDs, with its first being Beetlejuice and its last True Grit.
The campaign was as much about celebrating nostalgia as it was about saying goodbye to the service that started it all.
Netflix surprised some long-time subscribers with up to 10 extra DVDs in their final red envelope delivery.
The red envelope DVD service became iconic in the 2000s, with its simple and effective way of bringing movie rentals to people’s homes.
The campaign reinforced how Netflix’s DVD rental business paved the way for its success in streaming, changing home entertainment forever.
This was a heartfelt farewell to the DVD subscribers who helped Netflix build its foundation, transitioning from a rental company to a streaming giant
