Strategy or not? Netflix gives life membership to Brazilian TV Program host

Silvio Santos is a famous Brazilian TV Host (and owner of a TV Channel). While presenting LIVE he said he loves to watch Netflix, that he "hates" television and that Netflix should give him a free month.

After becoming a viral topic, Reed Hastings from Netflix decided to answer Silvio giving him not only a month, but a lifetime membership.

Do you think this could possible be all setup and just a Netflix strategy the day they release the new season of "House of Cards"?