Netflix Digital, Case study Episode Leak [image] by Alma Miami

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Episode Leak [image]

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Industry Culture, Leisure & Sport, Records & Cinema Production
Media Digital, Interactive & Mobile, Case study
Market United States
Agency Alma Miami
Director Carly Sutherland
Chief Creative Officer Alvar Suñol
Associate Creative Director Jose Luis Aguilera, Beatriz Torres Marin
Creative Director Iu La Lueta
Art Director Jose Luis Aguilera
Released October 2016


Cannes Lions 2017
Promo And Activation Digital & Social: Use of Social Platforms Silver Lion
Cyber Social: Innovative Use of Social or Community Bronze Lion

Credits & Description

Title: Episode Leak
Agency: Alma Ddb
Brand: Netflix
Country: USA
Entrant Company: Alma Ddb, Miami
Advertising Agency: Alma Ddb, Miami
Creative Chairman, Ceo: Luis Miguel Messianu (Alma Ddb.)
Chief Creative Officer, Co-President: Alvar Suñol (Alma Ddb.)
Vp Of Digital: Michael Sotelo (Alma Ddb.)
Creative Director: Iu La Lueta (Alma Ddb.)
Associate Creative Director, Copywriting: Beatriz Torres Marin (Alma Ddb.)
Associate Creative Director, Art Director: Luis Aguilera (Alma Ddb.)
Account Supervisor: Cristina Lage (Alma Ddb.)
Director, Digital Strategy: Carly Sutherland (Alma Ddb.)
Digital Content Creator: Samantha Lemoine (Alma Ddb.)
Executive Producer: Jorge Espinosa (Alma Ddb.)
Editor: Rick Morales (Alma Ddb.)
Our objective was to amplify the buzz and anticipation around Narcos Season 2 to reach beyond dedicated fans of Narcos, and stir the curiosity of casual fans and non-viewers of the show. Context:1. Netflix is web-based. It’s streaming. And fans of streaming shows are more likely to have their social media open and active.2. Narcos’ storyline is rich with surprises and unexpected plot twists, and they love to discuss it on social3. Consumers and media tend to jump on the latest cool thing to “break the internet”, which takes a potentially viral piece of content and amplifies it even further through mass media.Knowing all of this, our goal was to create innovative social content that would propel the existing fans to share their Narcos obsession and attract new Narcos fans worldwide - without paid media.
Netflix is web-based. It’s streaming. And fans of streaming shows are more likely to have their social media open and active.The Narcos social platforms have over 3.5 million followers who already love the show. That's a lot of free advocacy if we give them something to talk about. The Episode Leak idea leveraged the excitement among hardcore fans for the show to return, and gave them an exclusive interaction with Pablo Escobar himself in all his crude, rude glory. The viewers and media went nuts, sharing the news of the stunt and, by design, the upcoming launch of Season 2.
Followers were recently told the launch date but were eager and impatiently waiting for the date to come. They were phening for more Narcos and they wanted it now. The Narcos Facebook page has over 3.5 million followers, so it was the perfect place to create a stunt and get them talking about the launch.
This was a one-time execution using Facebook Live like never before. By teasing existing Narcos fans and leaving them hanging, we would get them, their friends, and the media, talking about that time Pablo Escobar threatened them for stealing from him.
The reactions were immediate. Fans where blown away by the clever trick, with a total of 727K viewers, and over 3 million organic million impressions from their sharing. Rolling Stone, Creativity, and Fast Company were gushing over the leak and Pablo's cameo, all agreeing on one thing: Nobody steals from Pablo Escobar.
Campaign Description:
Give Narcos followers an exclusive pre-screening of Episode 1, Season 2 on Facebook Live. But it couldn’t be that simple. In the shady world of Narcos, such a gesture is too kind. Instead, we tricked our fans into thinking it was a full episode but after 11 minutes Pablo Escobar abruptly interrupts the show, comes into frame and scolds the viewers for trying to steal from him.