On August 28, 2015, Netflix released its much anticipated original series “Narcos”. The crime drama is based on the life of notorious Colombian drug lord Pablo Escobar, also known as ‘The King of Cocaine’. On that occasion, French agency Darewin hosted exclusive pre-premiere parties that held some creative surprises for its guests. The events took place one day prior to the series release in Paris, Lyon and Marseille.
All guests were picked up by taxis and brought to a secret, previously unknown location. When leaving the vehicle, the taxi drivers claimed that the guests had left a 5€ bill behind at the back of the car. Those who accepted the bills, were surprised when they found out that they had a hidden message. When taking a picture with the flashlights on, the white imprint #Narcos became visible. The initiative is a reference to the fact that 50% of the 5€ banknotes in France are contaminated by traces of cocaine.
Cher journal ! Meilleure opération marketing du monde : une soirée chez Netflix et me voilà 1) Associée à Pablo Escobar 2) Avec de l’argent sale dans les mains… #NARCOS #Netflix Ein von Christine Berrou (@christine_berrou) gepostetes Foto am
All attendees also received a police file-style folder that contained a Netflix voucher, images from the show, and a letter explaining the cocaine bill stunt.
À l’avant première de NARCOS ! Je sais pas comment les fédéraux m’ont retracé mais celui qui m’a balancé va se prendre un coup de nageoire… #netflix #narcos #touchepasàladrogueçapiquelagorge #briii Ein von Snap : JeremDMonkey (@jeremdmonkey) gepostetes Foto am
Furthermore, an organizational chart of the Medellin Cartel featuring also the attendee’s image was included in the folder.
On August 27, the day of the pre-premiere party, Darewin also released the 20-second YouTube clip ‘#Narcos Spot True Fact’ which is again referring to the cocaine contamination.
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