The Drum Awards Festival - Extended Deadline

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By Natan Edelsburg, SVP

February 10, 2016 | 2 min read

Narcos will go down in history as one of Netflix's true global success stories that helped propel its eventual global launch. The show's subtitles didn't deter it from becoming a huge hit because of it's amazing acting, pace and vibe. Still, Netflix didn't just make the show available without any hoopla. Massive marketing campaigns across traditional and digital media took place across the globe.

The most daring and unique marketing efforts around the Narcos release took place in France. To launch Narcos in the region, award winning agency Darewin tapped into the idea that most Euro bills have traces of cocaine on them.

In the above video, obtained exclusively by The Drum, Darewin explains how they distributed five euro notes to influencers so when they snapped a photo and looked at the picture, "NARCOS," appeared in white, cocaine-looking letters.

The genius and hilarious idea helped the show trend on Twitter in France right before it launched and the bills even made it to other parts of Europe. The video ends with, "well if you're still wondering if this is legal...the jury's still out on that one."

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