If you fall asleep in front of your favorite Netflix show, you lose track of where you are in the episode. As a response to numerous complaints, Netflix created socks that pause your show when you fall asleep. They then shared step by step instructions on how to make your own pair, along with knitting patterns based on Netflix originals.

The campaign resulted in more than 1 billion earned media impressions, 300 million social media impressions and mentions on 600 live TV segments.