https://www.adweek.com/creativity/netflixs-lucifer-urges-fans-to-cash-in-on-sin-with-indulgent-ad-and-sweepstakes/

If you plan to stock up on (and ultimately hoard) all of your favorite snacks before lounging in front of the TV for the final season of Lucifer, Netflix‘s devilish drama may have the ideal rewards card for you.

To celebrate the show’s final season debut on Sept. 10, Netflix teamed up with agency Mischief USA for a sweepstakes campaign that encourages a little sin in exchange for some potentially big rewards. From now through Sept. 17, Lucifer fans, or Lucifans, are encouraged to share their favorite indulgences in the Seven Deadly Sins—that is, gluttony, wrath, sloth, envy, pride, lust and greed—with the show’s social media handles.

850 winners will receive the Lucifer Sin Rewards card, which is valued at $250 and tailored for the winner’s sin of choice. The prizes could amount to cash towards vacation rentals, food or more adult prizes for lustful fans.

To promote the sweepstakes, the campaign released a minute-long ad spot that illustrates the perks of sinning. “Cash in on Sin” mirrors the spend-based rewards programs often touted by credit card companies while visually indulging in each of the sins. For the ad’s CGI animation, the team worked with creative design studio Lobo, one of Mischief’s frequent collaborators, to cleverly illustrate each theme. With gluttony, the card morphs into an alluring bar of chocolate. For greed, it turns into a slab of gold before shattering into a shower of poker chips.

The ad even comes with its own fine print, specifying that the user’s soul is still very much up for grabs despite the cards lack of hidden charges or annual fees. “To sin is to be human. To cash in on sin is divine,” the voiceover suggests at the top of the spot.

“We’re not necessarily saying it’s good to be bad,” Kelvin Mulroy, Mischief’s ecd, said of the new campaign on LinkedIn, “but in the off-chance that you are, balance your guilty conscience with sound financial planning.”

The ad is available to view on Lucifer’s social media channels.

https://adage.com/creativity/work/netflix-urges-lucifer-fans-cash-sin/2363396

Netflix urges 'Lucifer' fans to 'cash in on sin'

Sweepstakes ahead of show's final season redeems evil for cash

Calling all sinners: now’s your chance to cash in on your evils. A new sweepstakes to promote the final season of Netflix’s hit show “Lucifer” is distributing cash cards in exchange for confessions.

The show, which chronicles the mischief-making of Lucifer after he trades his post in Hell for life among mortals in the City of Angels, originally launched on Fox in 2016 and ran for three seasons before being cancelled for poor ratings, despite multiple viral fan campaigns to have it renewed. The same year, Netflix bought “Lucifer” and its fourth season, the first on the streaming service, rocketed the show to cult status. 

Ahead of its sixth and final season, Netflix teamed with agency Mischief @ No Fixed Address to create the appropriately irreverent “Cash in on Sin” campaign to drum up fan interaction on social media. The competition asks users on Twitter and Instagram to tweet their favorite of the seven deadly sins (which, in case you've forgotten, are pride, greed, lust, envy, gluttony, wrath and sloth) to the “@LuciferNetflix” account. The grand prize is a cash card loaded with funds to fuel their vice of choice.

The card is blood-red, adorned with pentagrams, and appears to be on the dollar of Lucifer himself, his name engraved at the bottom just like a typical credit card. The title “Sin Rewards Card” is printed on the front to remind spenders of the deeds they’re being celebrated for. The value of each card will be equivalent to $250 toward an experience or brand predetermined for each sin, like a vacation rental for sloth or food products for greed.

A video spot for the campaign states, “To sin is to be human. To cash in on sin is divine.” It also sneaks in that the card has no hidden charges or annual fees, “your soul notwithstanding.” 

Fans can enter the sweepstakes now through September 17. The final season of “Lucifer” drops on Netflix September 10.