Netflix was launching Red Notice, a film where three con artists race against one another to steal Cleopatra's bejeweled eggs.

Objective: Launch Red Notice in the Philippines in a big way.

Launch a stunt on social media: seed content to show that the biggest egg-shaped landmark in the Philippines--the SM Globe, weighing 450 tons and standing at 100 feet--was stolen.

Make Filipino go wild about it on social.

And, at the height of the frenzy, announce that the stars of Red Notice were behind the theft, making Filipinos watch their film.

The target were Filipinos who are not on Netflix but are very active on social media.

To get their interest in the movie, we made them experience it by seeding an edited film on social media--a stunt that achieved 1,300,000 total engagements with Filipinos in just 1 night.

After experiencing the stunt, Filipinos went on the platform to watch Red Notice.

NOVEMBER 13 MN

Curated content in the form of videos showing the MOA Globe being stolen by a helicopter, as well as images of policemen surrounding the area, are seeded online. They spread.

NOVEMBER 14 2AM

Our accomplice, the mall’s management, released an official yet cryptic statement. Credible news sites immediately picked it up, verifying the news.

Several cryptic billboards also appeared in the metro to give clues as to who stole the MOA Globe.

NOVEMBER 14 8AM

After 8 hours, the globe was seen being returned in another strategically seeded piece of content--a manipulated TikTok video.

Netflix’s official page confirmed that the thieves were the Red Notice stars, returning the globe as Cleopatra's 4th egg.

1. The idea amassed USD 602,000 earned media values.

2. The activation achieved 1,300,000 total engagements in just 1 night.

3. The film showing a helicopter stealing the globe was organically shared 600,000 times.

4. The stunt was the No. 1 trending topic on Twitter for 12 straight hours.

5. Thousands of memes were created by Filipinos on it, brands rode on its popularity on social media, and international and local celebrities reacted to it with their posts.

6. Most importantly, because of the idea, Red Notice became the No.1 film on Netflix overnight.