Netflix is taking a page from political elections’ playbook in its first Emmy campaign with For Your Consideration lawn signs supporting its original series House Of Cards, which also is set in the world of national politics, and Arrested Development. In the stunt, which kicked off about a week and a half ago, reps for the streaming services are going door to door in upscale neighborhoods with high concentration of TV Academy voters — including Santa Monica, West Hollywood, Brentwood, Beverly Hills, Studio City, Los Feliz — offering yard signs for the two shows to residents and commercial storefronts. In exchange for putting up the signs, homeowners are offered their choice of a six-month Netflix subscription, a $50 donation to the Red Cross in their name or a $50 AmEx gift card.
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The lawn sign campaign, which coincides with peak real-estate trolling season, runs through Friday, when the Emmy nominations votes are due. Netflix already employed an enterprising approach in the Emmy campaign for House Of Cards with Rollin’ Rib BBQ food truck (disguised as Freddy’s BBQ, favored joint of Kevin Spacey’s Rep. Frank Underwood) giving out free lunches to card-carrying LA Academy members. There also are FYC billboards around town for both House Of Cards and Arrested Development.