Viewership research revealed Narcos enthusiasts develop an insatiable thirst for additional facts and trivia surrounding the historical events the series is based on. So we gave our audience exactly what they wanted. We ignited excitement for season two by taking fans “on the run” with Pablo and revealing compelling details of his fugitive lifestyle through unique and contextually aligned OOH stunts.

We first tapped CNN archives to revive real news about Pablo’s prison break on the anniversary of his 1992 escape on cnn.com through a homepage takeover on 7/29/16.

We played into our target’s love for all things political by running custom video spots during the national conventions in July featuring footage of ‘90s politicians mentioning Escobar’s profound impact on American politics.

OOH displayed compelling trivia in places frequented by our business-savvy target. In NYC, LA and Las Vegas, TSA bins featured minimal supplies Escobar could bring with him on the run, and bus shelters in NYC, LA and Toronto were filled with $2MM in fake scorched cash, representing the amount Escobar burned to keep his family warm.

We then featured custom content on our target’s favorite digital destinations including GQ, WIRED and Wall Street Journal.

In all, we created a total of seven customized branded communications across three media channels.

Audience reception to the campaign was proof we created a moment of joy for consumers. 260MM social impressions were generated during the peak of the campaign. Time spent with custom content was as high as 4:27 (benchmark was 1:00). Finally, Narcos season two was the #2 most talked about OTT series and was in the top 15 most social drama series in the month of September (Source: Nielsen Social).