Netflix is taking bold steps beyond the realm of streaming by partnering with Mastercard to deliver immersive, real-world experiences tied to its most beloved shows. From Broadway plays to culinary adventures, 2025 is shaping up to be a year of innovation for the entertainment giant as it seeks to connect with fans in new and memorable ways.
Expanding Beyond the Living Room
Netflix’s collaboration with Mastercard highlights a shift towards experiential marketing, leveraging the popularity of its original content to engage audiences offline. The partnership will bring exclusive perks for Mastercard customers, such as presale tickets, to a variety of upcoming events and attractions. These include a new culinary residency, a Broadway play, and unique retail experiences that transform traditional shopping into interactive Netflix-themed adventures.
Culinary Experiences and Broadway Spectacles
Mastercard will serve as the preferred payment provider for “Netflix Bites,” an innovative “screen-to-table” dining concept debuting at the MGM Grand Hotel & Casino in Las Vegas. This venture will feature dishes inspired by Netflix’s popular shows and chefs. Simultaneously, the partnership will back “Stranger Things: The First Shadow,” a Broadway prequel set in the 1950s that dives into the origins of the beloved series.
Introducing Netflix House
Netflix is also unveiling its first “Netflix House” experiential venues in 2025. Located in Pennsylvania’s King of Prussia mall and the Galleria Dallas, these year-round attractions will transform former department store spaces into hubs for dining, shopping, and activities inspired by Netflix originals. Visitors can expect an environment that blends entertainment with interactivity, creating unique opportunities for fans to immerse themselves in the world of their favorite shows.
Experiential Marketing’s Growing Role
As consumers increasingly value memorable, hands-on experiences, Netflix’s move underscores the potential of experiential marketing. The strategy has proven effective in building brand loyalty and engaging niche audiences, particularly for companies like Netflix that already enjoy devoted fan bases for franchises such as “Stranger Things,” “Outer Banks,” and “Bridgerton.”
Mastercard’s Chief Marketing Officer, Raja Rajamannar, emphasized the strong consumer appetite for these immersive events, reinforcing the value of partnerships that bridge the gap between digital and physical experiences. Although the pandemic briefly slowed the growth of experiential marketing, the demand for creative, in-person engagements is rebounding.
Strengthening Brand Relationships
Netflix’s alliance with Mastercard is part of a broader effort to deepen relationships with brand marketers. These experiential ventures complement Netflix’s growing advertising business and pave the way for potential sponsorship opportunities.
The streaming giant is also leveraging partnerships to promote upcoming releases. For instance, its collaboration with Duolingo helps users learn Korean, tying into the highly anticipated second season of “Squid Game.” This multi-faceted approach to marketing—encompassing language learning, food, theater, and retail—positions Netflix as a leader in creating holistic, cross-platform experiences.
Looking Ahead
With more than 50 prior experiential activations under its belt, including a “Squid Game” event in New York, Netflix is poised to make 2025 a milestone year for innovative fan engagement. By integrating its content into tangible experiences, Netflix is not only expanding its revenue streams but also redefining how audiences interact with entertainment brands in the digital age.
