NARCOS S3 Global Integrated Marketing
NARCOS S3 Global Integrated Marketing
Introduced the world to four all new show leads, the Cali Cartel, with 360 campaigns orchestrated to put Pablo to rest.
Adios, Pablo
To build anticipation for Season 3, we first needed to change the perception that Narcos was a show about Pablo Escobar.
We addressed fan’s “Pablo grief” head-on with a slew of social assets that sent Pablo off into the sunset.
“After we ended Pablo’s reign, we rebooted the show’s look and feel with all new key photography depicting the business-focused leaders of the Cali Cartel. The violent gangster- style of Pablo’s Medellin Cartel was out, and the professional, sharp dressed gentlemen of the Cali Cartel were in with a Forbes-ready business profile photoshoot.
Our photography was used as global key art on billboards around the world, in-app UI visuals such as show cards, and of course on social.”
Powder for Breakfast
For the US, we teased the launch of Season 3 to busy New Yorkers with our Twitter-trackable Narcos Truck. The truck revealed a first glimpse of the Season 3 trailer with a side of Colombian coffee, and white powdered donuts– the perfect start to any morning. Fans ate it up, leading to an increase of almost 4 and a half million followers across social channels.
TIME magazine.
Inside TIME magazine.
To make sure we introduced the Gentlemen of Cali to their business-savvy peers, we partnered with TIME magazine to create a custom print spread that reprinted the Cali Cartel cover story from their 1991 issue. However, instead of mugshots of the real Cali Godfathers, the photos were replaced with the show’s actors. The spread also included a new article and timeline graphic, creating a historically accurate print ad for a historically accurate show.
Facebook, now also with a simulated drug empire
After Season 3 dropped, we kept Narcos fans engaged by letting them build their own international drug empire with Cartel Simulator 1994: an intuitive, interactive Facebook Messenger game. The game’s unique aesthetic was drawn from retro 90’s games designed for graphing calculators and other lo-fi platforms. The game was loved by fans, as it gave them a way to play in the Narcos world during the long wait for Season 4, and was praised by publications like AdWeek and ProductHunt.
