Misery loves company. And even though Wednesday Addams may be as anti-social as they come, the adored Addams family heroine has brought together millions of fans across the world in the week leading up to Season 2’s rise from the crypt as Wednesday returns August 6 on Netflix.
All Eyes on Her
Since launching in November 2022, the first season of Wednesday now has more than 350M views. The drama still holds the record for Netflix’s most-popular English language show of all time, spending 20 weeks on the Global Top 10. Season 1 reached #1 in 90 countries and surpassed 1B hours viewed in just three weeks. In the week leading up to Season 2’s debut, Wednesday Season 1 returned to the Global Top 10 at #6 with 2.7M views.
Meaningful Social Affirmation
Wednesday herself may find social media to be a “soul-sucking void of meaningless affirmation,” but playing hard to get seems to be working. The pre-release campaign for Season 2, has scared up 3B owned social impressions, breaking the record for Netflix’s largest pre-launch social campaign ever. The Season 2 trailer has generated over 236M impressions, 169M views and trended #1 on YouTube.
To prepare for Wednesday’s resurrection, fans have also been flocking to our companion site, Tudum. The Season 2 “Everything You Need to Know” feature is our #3 best-performing article since Tudum’s launch in 2021.
During Season 1, Wednesday’s now-iconic dance moves inspired millions of TikTok recreations using Lady Gaga’s “Bloody Mary,” sparking a 1,800% spike in Spotify streams. So, naturally, the Monster Queen had to join in on the fun and even joined the show’s second season as a guest star, which was announced during her performance at Netflix Tudum: The Fan Event 2025. Gaga’s electrifying Tudum medley trended globally on Twitter, with this coffin cozy portrait of the singer and Ortega from the event amassing nearly 4M likes.
Doom’s Day Goes Global
Wednesday is putting the ‘tour’ in ‘[tour]ture’, with 26 members of the series’ cast and creators embarking on a delightfully dreadful misadventure to lament about Season 2. The aptly named “Doom Tour” spans 16 cities across five continents including Atlanta, Chicago, Mexico City, New York City, Paris, Rome, São Paolo, Seoul, Sydney, Toronto, Wroclaw and London for the world premiere.
Dying to leave your normie life behind to join the ranks of Nevermore Academy? Fans can apply via this chaotic quiz and receive either a Nevermore welcome package (as seen below) or a rejection letter penned by Wednesday herself. Just like the show’s titular character, applicants must play detective to find a hidden link within the letter for a chance to attend screenings in nearly 20 cities around the world, including select “Doom Tour” stops alongside Wednesday’s cast and crew.
Giving Brand Partnerships a Hand Thing
At Nevermore Academy, being different isn’t a punishment — it’s a power. So we summoned Wendy’s, Cheetos, Booking.com, Nubank, Guaraná, Línea Directa and NYX to be bold and embrace the darkness. In teaming up with Netflix, these brands are delivering fan-fueled campaigns that feel straight out of the Wednesday universe to create spooky moments that haunt us all (in a good way).
Thing-ertips Take Over with Cheetos
What do you get when the world’s most famous hand meets the most iconic cheesy snack brand? A match made in macabre heaven. Cheetos has unleashed Thing as its official ‘spokeshand,’ marking shelves (and fingers) with the “Thing-ertips of Cheetos” in the US, Brazil and Canada. Co-created with Thing, Cheetos has released an exclusive limited-edition Cheetos Flamin’ Hot Fiery Skulls flavor for the US and Canada, this unexpected duo is on a mission to stir things up this summer.
Thing will take on a different kind of challenge in Mexico: doing whatever it takes to open a bag of Cheetos all by himself, single-handedly. We all know he is very resourceful and ready to do any-Thing for Cheetos, even leaving havoc behind.
Wendy’s Serves Up a Meal of Misfortune
Designed for Wednesday fans, lovers of Wendy’s nuggs and misfits alike, the Wendy’s Meal of Misfortune comes served in custom packaging only Wednesday could have devised. With two mystery dipping sauces in each meal, only fate will decide which of the four dips accompany each order. Wendy’s restaurants will also transform with stained-glass-inspired menu boards and merchandising that channel Wednesday’s gothic aesthetic. The Meal of Misfortune will be available for a limited time at locations across the US beginning August 4 and in Canada beginning August 11. The meal will also be available in Puerto Rico, the Bahamas and Guam.
Booking.com Sends the Addams Family on Holiday
Even families as…unique as the Addams need to get away sometimes. As the official title sponsor for Wednesday Season 2 on Netflix’s ad-supported plan, Booking.com invites travelers to discover the world through Morticia Addams’ eyes, spotlighting some of the most captivating destinations inspired by the timeless, elegant and eerie world evoked by Wednesday and channeling Morticia’s sophisticated allure with a twist of the unexpected.
Little Foot Takes a Page From Thing’s Book With Nubank’s Help
Nubank highlights the spooky spirit of Wednesday with campaigns in Brazil and Mexico. The story? A charming short film, developed by Nubank with contributions from Tim Burton, following Pezinho (for those in Brazil, or “Piecito” in Mexico — which translates to Little Foot), a character with dreams of becoming an actor like his idol, Thing. With the support of Nubank’s practical, empowering products, Pezinho launches himself as a successful financial influencer.
Thing Gets Thirsty: Guaraná Brews Up Some Chaos
In Brazil, Guaraná is serving up a fizzy dose of nostalgia with a Wednesday-inspired twist. The beloved brand will release custom packaging and a digital campaign featuring none other than Thing. This playful nod to the past with a supernatural spin proves that even Thing knows the best way to watch Wednesday is with snacks in hand and a Guaraná by your side.
Insurance for the Uninsurable: Línea Directa Joins the Outcasts
Línea Directa Aseguradora is embracing the spirit of Nevermore with a bold, offbeat campaign in Spain that brings Wednesday’s outcast energy to the insurance world. In a realm full of unpredictable powers and supernatural slip-ups, it’s only fitting that the most outcast insurer steps in to protect what others won’t. This campaign proves that when chaos calls, the most unconventional protection is the one you can count on.
Outdoor ads for Linea Directa’s ‘Wednesday’ partnership.
NYX Professional Makeup Helps Fans Channel Their Inner Wednesday
In France, NYX Professional Makeup is making the back-to-school season delightfully dark with a Wednesday-inspired, limited-edition line of makeup products that gives series fans all the tools they need to express their boldest, most unapologetic selves. Whether it’s a statement lip or a shadowy eye, NYX Professional Makeup is celebrating individuality in true Nevermore fashion — because conformity was never the assignment.
Other Wednesday partnerships in the works include Oreo in Brazil and Vivo in Brazil.
Just like Wednesday herself, these partnerships are not here to fit in — they’re here to stand apart and stand out.
Let Your Outcast Flag Fly
Want to put your inner outcast on full display? Check out merch on Netflix.shop including Funko POP! Figurines, shirts and inspired-by board games like Oujia. Dress in your Wednesday best with outfits from Primark or bring home the Wednesday Addams American Girl. Later this year, we’ll open Netflix House featuring the brand new immersive experience “Wednesday: Eve of the Outcasts” at the King of Prussia location.
We’re always creating new and exciting ways to connect with fans and bring our stories to life in ways that we can’t do alone, and Wednesday — with her deadpan wit and global legion of outcasts — offers the perfect portal.
For more information on Wednesday Season 2 and other Netflix shows and movies, check out our companion website, Tudum. Wednesday Season 2, Part 1 premieres August 6 on Netflix.
