In other words, if you are always social media focused, you can take advantage of unexpected viral events to increase brand and/or product awareness (a tv show in this case).

PREMISE

On sunday October 29 almost everywhere in northern Italy an unusual and peculiar sunset happened. Soft, Bezier-shaped clouds in a red/orange sky became a viral trend on Instagram and also made online/tv news.

HOW NETFLIX ITALY PROMOTED STRANGER THINGS THANKS TO THIS SUNSET?

The “viral” sunset sky must have made some social media guy at Netflix Italy think: “wow, it reminds a lot THAT Stranger Things 2 sky!”. And in fact, even if it was sunday, a tweet with a picture of the (real) red sky appeared on @netflixIT timeline saying “Sheriff Hopper warned us, The Upsidedown is here”.
A lot of luck, “nerd” thinking, perfect timing and you get a “free” Twitter advertising for the tv show connected to a real life weather phenomenon.