Netflix
Narcos Season 3
OOH | Stunt | Earned Media
In the S2 finale, the show’s biggest star and antihero Pablo Escobar had finally been captured and killed. How do we get viewers to return for another season without Escobar?
S3’s Cali Cartel was, in fact, larger and more powerful than Pablo Escobar’s Medellín Cartel, controlling roughly 80% of the world's cocaine market. In this contextual OOH campaign, we decided to bring these Cali facts to life in locations that were "cocaine hotspots" in the 1990s: bathrooms of bars and clubs in NYC, Miami, LA, and Chicago.
Helped shift audience attention from Pablo Escobar to the Cali Cartel, with Brandwatch reporting more than 7,000 Cali Cartel mentions that month versus about 2,300 for “Pablo Escobar.”
Set a new benchmark for earned media at Netflix, with the Narcos S3 contextual campaign used as a case study to guide agencies in promoting and launching new properties.
Outcome:
Press:
Credits:
Lucas Nelson
Sara Schwartz
Jason Gaboriau