Spoilers ruin TV series. Up to 12.5% of online conversations related to a single show are spoilers, which peak at the very first hours of the release, according to Brandwatch. Publicis Italia realised that they can also be used to promote TV series. If you’re expecting spoilers to be spreading, your show is “highly anticipated”.
So Netflix and Publics Italia set up an elaborate stunt to block spoilers for the launch of Volume 1 of the last part of Money Heist. They identified the most avid fans – and spoiler makers – and invited them to an exclusive screening.
The 100 invitees thought they were flying to Milan for the special screening. Instead, screening was to be in the only place where phones must remain off – on the airplane. The plane took off with its spoiler maker passengers on the morning of the Netflix worldwide release of the show. The spoiler makers remained in the aircraft, far away from the internet, for the duration of the first five episodes of the last part of Money Heist. Those five hours allowed millions of fans on the ground to view the series free of spoilers while remaining an unforgettable experience for those who were on board – the one and only time anybody would have wanted to be taken hostage by a gang.
Credits:
Client: Netflix Italy
Creative Agency: Publicis Italia
Global Chief Creative Officer Publicis WW: Bruno Bertelli
Chief Creative Officer: Cristiana Boccassini
Executive Creative Director: Michele Picci
Creative Director: Alessandro Candito
Senior Art Director: Andrea Raia
Senior Copywriter: Matteo Gatto
Client Service Director: Ilaria Lorenzetti
Account Director: Dalila Salhi
Account Manager: Dario Gambera
Junior Account: Flaminia Costanzi
Data Strategist: Andrea Battista
Senior Social Media Manager: Federico Guidera
Senior Project Manager: Vittorio Cafiero
Project Manager: Ornella Scarparo
Head of Production: Francesca Zazzera
Producers: Erica Lora Lamia & Beatrice Pepe
Event & Communication Agency: Paride Vitale
Founder & Chief Executive Officer: Paride Vitale
Event Manager: Maria Teresa Frezza
Event Specialist: Elisabetta Savoia
Digital PR Manager: Chiara Amendola
Film Production Company: Groenlandia
Director: Simone Godano
Executive Producer: Leonardo Godano
Producer: Cecilia Passa
DOP: Leonardo Mirabilia
Editor: Enrico Munarini
