Netflix and Cartwheel created a life-sized chess board at The Grove in Los Angeles to drive industry buzz for The Queen’s Gambit on the eve of Emmy Voting.  The strategy was to celebrate the impact that the series had on women in chess and on pop culture overall.  The immersive installation was inspired by Beth Harmon’s chess dreams from the series and was supported by a partnership with a local youth chess organization, an exhibition match between two youth female chess players, and a VIP press event. 

Series Emmy Wins: 11
Attendees: 7,000
Views of on-site digital assets: ~250k