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Flixtape (Netflix, USA)
In mid-July 2016, streaming service Netflix launched the ‘Flixtape’ generator, which allows users to create custom sharable playlists filled with Netflix content. The initiative is a nostalgic homage to mixtapes. To create a ‘Flixtape’, users need to visit a dedicated microsite and first choose a name for the digital tape. The name should relate to the type of content that can be chosen in the next steps. The generator then suggests three Netflix titles to include in the ‘Flixtape’ based on the name chosen. However, users can customize its content and remove and add titles that Netflix offers. A total of six titles can be added to the playlist.
Once the content has ben chosen, the ‘Flixtape’s’ layout can be personalized by dragging an editing pen across the layout and selecting doodles which fit the topic the most. Users can also dedicate the playlist to a friend and fill in the ‘for’ and ‘by’ fields. The generated ‘Flixtape’ can then be shared across Twitter and Facebook. Alternatively, users can copy the link and share it via private message. Moreover, the microsite features a ‘Made for You’ section which highlights some ‘Flixtapes’ composed by Netflix.
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