标题 | Netflix Narcos Manhunt |
广告公司 | Accenture Song (formerly Kolle Rebbe) |
广告战役 | Netflix Narcos Manhunt |
广告主 | Netflix, Inc. |
品牌 | Netflix |
Posted | 11月 2017 |
行业领域 | 电视、广播节目与电视台、电台 |
哲学 | Data showed that gamers were a relevant target audience for Narcos. But gamers are extremely skeptical when it comes to advertisements in their territory. That’s why we redefined what was possible on the most popular social platform of gamers by creating something that would feel like anything but an advertisement: the first branded live interactive game show on Twitch. Netflix was due to launch the second season of Narcos, their crime thriller based on the hunt for drug lord Pablo Escobar. Data showed the first season was extremely popular amongst gamers in Germany and France, and that’s why we wanted to target them for the new season. We created the first ever branded, live, interactive game show on social media. Four influential gamers, divided into two teams, fought in a real-life hunt to be the first to catch Pablo Escobar. But only with the support of their fans, who could follow the hunt live, did they have a chance of catching him. To reach our target audience we went to the place millions of gamers spend thousands of hours each day - Twitch, the world’s most popular social media platform for gamers. Inspired by the real hunt for Pablo Escobar and set in a replica of the DEA office from the series, the show followed influential gamers competing against each other as DEA agents. Via monitors from the Narcos era, the gamers could interact with their fans throughout the hunt. Only with their fans help did they have a chance of catching Pablo. The 90-minute stunt was live streamed on Twitch, Facebook and YouTube. |
结果 | The show reached 1.5+ Million viewers, received over 500,000 online interactions, became a trending topic on Twitter and was covered by some of the biggest gaming portals in Europe. |
媒体类别 | 影视 |
长度 | |
Name of Social Influencer | Rewinside |
Corporate Name of Client (if applicable) | Netflix International B.V. |
Film/TV Studio | ACNE |
Chief Creative Officer | Fabian Frese |
集团创意总监 | Thomas Knüwer |
Creative Director | Christoph Bielefeldt |
Creative Director | Nicole Holzenkamp |
Art Director | Savina Mokreva |
文案 | Max Wort |
文案 | Fridtjof Vieth |
文案 | Joy Chakravorty |
Agency Producer | Alexander Schillinsky |
Agency Producer | Rachel Hoffmann |
Graphic Designer | Sudarshan Waghmare |
Strategic Planning | Tim Keller |
Production Company | ACNE |
Director | Christian Grund |
Director | Johan Robin |
Producer | David Skrotzki |
Producer | Tim Kruger |
Post-Production Company | ACNE |
VFX Supervisor | Conrad Schneider |
Line Producer | Töns Brautlecht |
Retoucher | Britta Meyer |
Media Company | MEC Berlin |
Social Media Company | Granny Berlin |
Social Media Company | Darewin Berlin |