Netflix: Netflix Narcos Manhunt

Credits & Description:

Entrant: Kolle Rebbe, Hamburg
Brand: Netflix
Name of Social Influencer: Rewinside
Corporate Name of Client (if applicable): Netflix International B.V.
Film/TV Studio: ACNE, Berlin
Agency: Kolle Rebbe, Hamburg
Chief Creative Officer: Fabian Frese
Group Creative Director: Thomas Knüwer
Creative Directors: Christoph Bielefeldt/Nicole Holzenkamp
Art Director: Savina Mokreva
Copywriters: Max Wort/Fridtjof Vieth/Joy Chakravorty
Agency Producers: Alexander Schillinsky/Rachel Hoffmann
Graphic Designer: Sudarshan Waghmare
Strategic Planning: Tim Keller
Production Company: ACNE, Berlin
Directors: Christian Grund/Johan Robin
Producers: David Skrotzki/Tim Krüger
Post-Production Company: ACNE, Berlin
VFX Supervisor: Conrad Schneider
Line Producer: Töns Brautlecht
Retoucher: Britta Meyer
Media Companies: MEC, Berlin/ Granny, Berlin/Darewin, Berlin
Synopsis:
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.
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.