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.

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.