Frank Underwood Opens His Campaign Headquarters in South Carolina -- for Real

Netflix 'House of Cards' Season 4 Campaign Gets More Experiential

Published On
Feb 16, 2016

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The presidential candidates have been making some bold moves when it comes to their advertising, but the one hopeful we may be most excited about is Frank Underwood.

Back in December, Kevin Spacey's "House of Cards" character "hijacked" the Republican Presidential debate and aired his own political ad, which bore a striking resemblance to a campaign classic of yesteryear, Hal Riney's "Morning in America" ad for Ronald Reagan from 1984.

Now it looks like his campaign is really heating up and last Friday, his "team" -- Netflix, BBH New York and experiential shop Allied Experiential -- opened up the FU '16 Headquarters in Underwood's home state of South Carolina, at 257 S. Main Street in Greenville. The public was invited to take photos, get some swag and show support for his platform of "dishonesty," "Inequality" and "entitlement." The effort promotes Season 4 of the show, a teaser for which you can see here.

Season 4 of "House of Cards" launches on March 4, opening while Frank Underwood is mired deeply in his 2016 presidential campaign.

"The collision of the fictional timeline with real life events in the 2016 election presented Netflix with the unique marketing opportunity to align Frank's presidential bid for the presidency with the actual presidential race," a Netflix spokesperson said.

So in a fortuitous dovetailing of events, the promotions for the new season have become very much like an actual presidential campaign. "With the debates in Greenville and South Carolina being Frank's home state, it presented itself as a clear opportunity for us to bring the campaign to life in the physical world via a unique and memorable activation with a campaign headquarters," the Neflix representative added.

To keep updated on developments, check out the campaign website and follow #FU2016.