X Is Buying What Webflow, Netflix & DoorDash Are Earning: Attention

Описание: Sonia sits down with Marissa Kraines (VP of brand marketing at Webflow, 12 years at Salesforce) to break down why Twitter's $1 million long-form content prize screams desperation, how Webflow turned AI's biggest flaw into a viral campaign, Netflix's tarot-themed 2026 slate reveal, and why DoorDash is skipping the Super Bowl to bet on social-first strategy.
The big thesis: attention isn't enough—you need the right attention, in the right format, at the right time. Twitter's chasing Substack instead of fixing moderation. Webflow's satirizing AI hallucinations with a punchable-faced character. Netflix is turning celebrities into content creators and building experiential tarot pop-ups. DoorDash is ditching the $7M Super Bowl ad for integrated social campaigns. All of them are fighting for the same thing: sustained engagement, not fleeting impressions.
We're talking about:

Twitter's $1M long-form content prize: Why it's the wrong pivot, UK revenue down 58%, Substack already owns this space, and why moderation (not content length) is the real advertiser concern
Webflow's AI Guy campaign: Personifying flawed AI with a "punchable face," satirizing hallucinations and LLM jazz, why it's social-first, and how they're building a liminal world of characters (not just one-off ads)
Netflix's tarot campaign: Teyana Taylor's 4-minute film featuring 10 show worlds (Bridgerton, Avatar, Stranger Things), 104M owned social impressions, Grand Central pop-up, custom tarot cards, and capitalizing on the Secret 9th Episode conspiracy
DoorDash skipping Super Bowl 60: Strategic pivot to social campaigns, competitors Uber Eats and Instacart running spots, and why $7M ads are door openers (not destinations) unless you nail the second-screen experience
Why Twitter's identity crisis is killing it: Long-form content doesn't fit the platform, threads hit 400M users, and Elon's algorithm whims are driving creators to Substack
Webflow's casting process: Finding Richie Moriardi (CBS's Ghosts), the "punchable face" brief, and why improv masters make better brand characters than scripted actors
Netflix's multi-touch strategy: Why the hero film is just the opener—experiential pop-ups, custom merch, and social extensions are where the ROI lives
Super Bowl ads as conversation starters: Serova's Michael Cera campaign, Instacart's Dumois teasers, and why the drum beat matters more than the 30-second spot
World-building as brand strategy: Salesforce's Astro and Cody characters, Webflow's liminal space, and why personification creates community (not just awareness)

Plus: Why Claude is the ethical AI people are loyal to, how Stripe and Ramp are stealing movie marketing playbooks, and why craft beats AI slop when you're trying to stand out

marketing takeaways:

Know your brand identity—don't chase trends that don't fit your platform (Twitter forcing long-form is a miss)
Satirize the pain point, don't ignore it (Webflow's AI Guy makes hallucinations relatable)
Build worlds, not one-off campaigns (Salesforce's Astro/Cody, Webflow's liminal space, Netflix's tarot universe)
Integrated strategies beat isolated tactics—hero video is the opener, not the destination
Super Bowl ads are door openers—you still need the second-screen social strategy to win
Use strategic decisions as marketing moments (DoorDash announcing they're skipping Super Bowl got them more press)
Steal from other industries, not your competitors (Ramp's CFO in a box = Severance's Apple TV stunt)
Personify your product's flaws to make them relatable (AI Guy is overconfident and wrong, just like real AI)
Experiential + merch = lasting brand equity (Netflix's tarot cards, Timothy Chalamet's jackets)
Listen to your audience—they're telling you what they want (Twitter users want moderation, not newsletters)