#SMWNYC

May 5-7, 2020




The Lost Art of Anticipation

Hosted by Chemistry

  • Tuesday, May 5, 2020

  • 4:35 PM - 5:15 PM

  • Venue: Sheraton Times Square

  • Track: Content and New Formats



Beyoncé shocked the world in 2013 with an unannounced album drop, a surprise move virtually unheard of at the time. The release created a moment of pure excitement, confusion and social media uproar. Yet, since then, the internet has been flooded with sudden drops and surprise releases, leaving entertainment lovers with something to be desired — anticipation. That’s why, when Netflix set out to release El Camino: A Breaking Bad Movie, they wanted to create something entirely different. The result was a 62-hour long live-stream experience featuring Breaking Bad character, Huell Babineaux that left 3.5 million of the show’s biggest fans on the edge of their seats.

In this session, join Netflix’s Global Marketing Lead, Jean Tanis and Chemistry Atlanta’s Chief Creative Officer, Chris Breen, as they break down the keys to ignite the slow burn of anticipation for a successful launch.

Attend this session and learn:

  • How to implement unique strategies associated with the “art of anticipation” can differentiate your brand and brand strategies in ways that cut through the clutter
  • How a switch in content strategy at a high level can impact audiences on a global scale
  • What it takes for teams to work together to leverage the slow burn of anticipation for a successful launch

Event Location



Social Media Week

The Lost Art of Anticipation

May 5, 2020 - 4:35 PM - 5:15 PM

Hosted by Chemistry




Chris Breen

Chris Breen

Chief Creative Officer, Chemistry

Jean Tanis

Jean Tanis

Global Marketing Lead, Netflix