By just using the user’s location, cocaineroutes.com shows everything that’s behind a cocaine delivery.

To do so, we researched and traced the actual routes used in the 80s by the Cartel of Guadalajara to find all the possible combinations for every country in the world, taking specific transportation methods into account, meaning via air, sea or land.

An accurate investigation of all the departure points from Mexico to the rest of the world was created and the strategic entrances to other continents to be accurate of how the shipments ended up in each city and then.

Narcos: Mexico is an origin story, the rise of the first Mexican drug cartel and its kingpin and introducing the Guadalajara Cartel as the most important organization in the cocaine business in the 80s was crucial to get people hooked, via digital innovation to create a globally relevant idea.

Based on the actual routes used in the 80’s: Colombia - Mexico - US, we created an immersive, personalized video experience to promote the launch of Narcos: Mexico on Netflix. People from around the world will discover how the Cartel of Guadalajara distribute a “package” to your exact location.

Each personalized video is created in real-time by mixing video clips, Google Satellite images and Google Street View images. After getting the users’ location, the experience combines all of these elements with historically accurate routes and transportation methods (air, sea, land) to create a hyper-personalized video.

We investigated the real route (Colombia - Mexico - USA) that the Guadalajara Cartel used in the 80s to traffic cocaine and based on that we plotted all possible routes for each country in the world. We consider strategic entrances and exits from Mexico. Strategic entries to all continents and combinations in each country to reach the final destinations.

Thanks to that, we were able to create an idea that would work with the location of each person, allowing us to count the trip of the completely hyper-personalized Cocaine. With each route, the user could see the bribes, the ways of transporting the cocaine and the human cost of each route.

Thanks to Cocaine Routes only worked with the location of each person, Google maps and Google Street View could know what images to show, how many kilometers to travel and how to get to the final destination. Then the algorithm was in charge of mixing all that material with real footage of Narcos and thus create a hyper-personalized video.

Visits: 246,099

Countries: 180

Kilometers covered by deliveries: 960,721,499

Social Reach #CocaineRoutes: 1.3 million impressions

70,689 unique data driven personalized experiences were created through the platform, each one was unique based on the user’s location and each video was 7.3 times in average thanks to its uniqueness given by user data.