Netflix had everyone talking in May and June when it sent out multiple boxes of DVD screeners to voting members of the Academy of Television Arts & Sciences. Those DVDs contained every episode of every Netflix original series that was eligible for Emmy nominations. Together, the boxes were said to weigh approximately 20 pounds – an unprecedented Emmy campaign effort in terms of volume (and weight). Meanwhile, at the other end of the campaign spectrum, IFC sent out a flash drive in a cute little wooden box containing every episode from the eligibility period of the two series it was most heavily promoting for nominations, Portlandia and Documentary Now! (The humble IFC mailer -- or For Your Consideration kit -- is pictured above next to a TV remote to indicate its size.)
IFC Emmy Campaign Success Proves Bigger Isn’t Always Better
