’Living the story’: How on-screen hits are coming to life

Netflix is turning on-screen drama into live thrills for its rapacious fans of its hits “Stranger Things,” “Outer Banks,” “Bridgerton” and more. Now Mastercard, with its own legacy of curating Priceless Experiences for its cardholders, is partnering with the company to connect people’s passion for entertainment to real-world events.

With this partnership, Mastercard cardholders will enjoy exclusive benefits, such as presale tickets and more, as the preferred payments partner for some of Netflix’s immersive in-person events and experiences.

“We understand that spending is no longer transactional — it’s transformational,” says Raja Rajamannar, Mastercard’s chief marketing and communications officer. “People are choosing to invest in experiences that bring personal fulfillment and lasting memories.”

Netflix is opening Netflix Bites at the MGM Grand in Las Vegas, where fans and foodies alike can enjoy a one-of-a-kind restaurant experience inspired by its smorgasbord of food shows. From screen to scream, “Stranger Things” fans can secure Broadway tickets for the award-winning “Stranger Things: The First Shadow,” a 1950s-set prequel to the hit series. Netflix House, experiential entertainment venues that will bring some of Netflix’s most beloved titles to life, are set to open next year in Dallas and King of Prussia, Pa.

The Mastercard Newsroom recently spoke to Rajamannar and Netflix Chief Marketing Officer Marian Lee about how they tap into the power of passion and the future of immersive entertainment.  

Marian, as Netflix continues to lead the streaming industry, how do you envision the future of entertainment and consumer engagement? What trends do you see shaping how audiences interact with entertainment in the years to come? 

Lee: Our shows and films have rabid fanbases.  And when our audiences fall in love with a story, they don’t just want to watch it. They want to live it.  That’s why we’re really thinking about how to translate the fandom online and on-screen into real life. 

How do events platforms like Netflix House, Netflix Bites and "Stranger Things" on Broadway fit into Mastercard’s larger marketing strategy? 

Rajamannar: They reflect a significant shift in consumer behavior — people are gravitating toward experiences over material things. In a recent Mastercard study, we’ve found that 60% of people are actively saving to indulge in the experiences that fuel their passions. This shift isn’t just a trend; it’s a movement redefining how consumers connect emotionally, and we are at the forefront, bridging the digital and physical worlds to deliver unparalleled access to what matters most to them. By partnering with innovators like Netflix, we empower individuals to immerse themselves in their passions, helping to shape the future of how they live, spend and find joy.

How have Netflix’s marketing methods evolved throughout the years to connect with consumers? And what do you find best resonates with people today?  

Lee: As we like to say … more fandom solves almost all known problems. And that’s what our team works to generate. Each of our marketing and publicity campaigns are unique — and we target them depending on the genre, the potential size of the audience and how we think we can get people talking about a title. It’s a conversation-first approach, and we’ve found it’s the best way to drive anticipation, excitement and ultimately viewing.

Raja, you've spoken about shifting from storytelling to “story-making,” which inspired the evolution of Mastercard's Priceless platform, giving cardholders access to new experiences. Could you tell us how this partnership with Netflix enhances this idea of story-making?

Rajamannar: It’s no longer about telling people what our brand stands for — it’s about showing them through curated experiences that empower them to tell their own stories. By delivering unique, unforgettable moments, we forge connections that are far deeper and more authentic than advertising could ever achieve. This is where the Priceless platform shines, connecting cardholders to exclusive experiences aligned with their passions, creating stories they’ll share for a lifetime. 

As entertainment and film and shows become an increasingly important passion area for people around the world, it’s the perfect time for us to partner with Netflix. Netflix is a company with immense global impact, with shows like “Bridgerton” and “Squid Game” creating fan bases that span continents. By teaming up with Netflix, we’re bringing cardholders closer to their passion for entertainment, offering exclusive access to experiences inspired by the stories they love. It’s about more than just watching a story unfold on a screen — it’s about stepping into that story, bringing it to life and connecting with it in a deeply personal, meaningful and memorable way. 

Let’s talk about the Netflix Effect — how your titles are sparking global cultural movements, from social trends to sales boosts, like the rise in tiara sales after “Bridgerton.” How do you encourage these moments to happen and tap into them?

Lee: Our goal at Netflix is simple — to entertain the world. It’s about inspiring and thrilling audiences everywhere — with shows, movies and games that people will love. For our members, it all starts with the variety and quality of our TV shows and films. So whatever your taste, whatever mood you're in, whoever you’re with — we’ll have something great for you to watch. Lucky for us, the Netflix Effect, as the press has dubbed it, wasn’t something we orchestrated. It was the organic fandom that fueled our members' desire for more. After watching "Emily in Paris," they increased their travel traffic to Paris, learned Korean after watching “Squid Game,” and loved flat caps and vintage tweed jackets after binging “The Gentlemen.” 

I’ve been a marketer for a long time, and I’ve never seen so many people want to put themselves at the center of a story and participate instead of just watching. The Netflix Effect starts with wonderful stories that become unmissable moments for millions of fans. But then it spreads across Netflix — where our trailers get 40 times more views than they get on YouTube — and our social media channels, where we have a billion very active followers. It also helps that we release shows all at once, all over the world. So you can discover a show or a film, fall in love with it, tell everyone you know about it, and then try and find ways to get even closer to it. That’s how Netflix stays at the center of the conversation and translates culture into commerce.

Can you share what you’re most excited about in this partnership and how you see it evolving? What can consumers look forward to from this collaboration?

Rajamannar: What excites me most about this partnership with Netflix is that they’re reimagining what we know about streaming, turning the concept on its head, and making entertainment more experiential. Experiential marketing has always been at the heart of our strategy at Mastercard, so seeing Netflix prioritize this makes it a natural fit for us. We’re thrilled to collaborate during this transformative moment in entertainment. Looking ahead, we see this partnership evolving into a whole new way for people to engage with entertainment — not just by watching content, but by immersing themselves in it.