The Next Chapter of Big Night In: How Cartology and Netflix Reimagined Brand Partnerships

The Next Chapter of Big Night In: How Netflix Reimagined Brand Partnerships

For 14 years, Cartology’s Big Night In (BNI) has been a staple calendar event for brands looking to connect with customers planning the ultimate night at home. But this year, we didn’t just run a campaign, we rewrote the playbook to deliver the biggest Big Night In to date for customers, with over $1.1M in prizes up for grabs. 

Prizes included six USA holidays to the Netflix house in Dallas, Texas , 90x LG 65' 4k Smart TVs, 310,000 Instant Products and EDR points prizes.

Through an exciting new partnership with Netflix, we elevated Big Night In to a high-impact, social-led marketing experience. By bridging the worlds of retail, media, and entertainment, we unlocked a completely fresh way for FMCG brands to weave themselves naturally into culture.

Entertainment meets the aisle: The power of contextual retail

When customers sit down to watch their favourite shows, snacking isn’t just an afterthought, it’s part of the viewing ritual. This year’s campaign tapped directly into a customer behaviour we’re all familiar with; a night on the couch with the remote, your favourite snack and a drink in hand. 

Instead of traditional product placement, our partner brands were integrated directly into the entertainment narrative. This holistic approach drove deeper engagement by connecting retail promotions with fan-favourite streaming content, built social momentum across digital channels, and meaningfully showcased participating products as essential ingredients for the perfect night in.

Welcome to the Big Night Inn

To celebrate the launch and show our partners exactly what this intersection of retail and entertainment looks like, we took over the Medusa Hotel in Darlinghurst and transformed it into the ultimate immersive activation: The Big Night Inn.

We brought fan-favourite Netflix series like Bridgerton, Squid Game, and Wednesday to life across uniquely themed rooms.

Invited partners didn't just hear about the campaign strategy, they were immersed into it. Participating brand products were meticulously woven into the fabric of each room’s design, proving how creative physical activations can drive powerful digital and retail storytelling.

Delivering growth for brands, partners and customers

An evolution of this scale doesn't happen in a vacuum. It requires a collective willingness to challenge the status quo. This year’s Big Night In demonstrated the incredible power of aligning great brands with premium content and seamless retail experiences. By continuing to deepen the integration between our group, commercial teams, and brand partners, we continue to drive ongoing innovation to bring Woolworths customers fresh experiences and unmatched value. 

This is only the beginning of how we plan to evolve immersive, culturally relevant opportunities for our partners.

We extend a massive thanks to all of our participating brands, suppliers, and group partners who embraced this new, collaborative vision. True Retail Media innovation relies on strong partnerships and a shared ambition to try something new.