Luis Miguel, the series, is one of the biggest Netflix Spanish-speaking shows in Latin America. It tells the story of Luis Miguel, a Mexican singer known as “The Sun of Mexico”, who played with big artists like Frank Sinatra among others. With millions of fans on the continent, we had the challenge of announcing the launch date of its 3rd and final season, transforming it into a conversational moment on social media and the press with the help of the fans.

If you mention “The Sun of Mexico” (El Sol de México) to someone living in Latin America, everyone would know that you are talking about Luis Miguel. With Luis Miguel’s nickname as a starting point, we used The Sun (the real one) literally, transforming it into an entertainment platform and a direct line with his fans in every country in the region.

To achieve this, we developed a mobile website (“A Message From The Sun”) with machine learning which was fed with hundreds of photos of the sun at different hours of the day. The algorithm learned to identify the difference between sunlight and other sources of light, like bulbs, so there was no cheating. For fans the task was simple: if they scanned the sun with their smartphones, they received a video announcing Luis Miguel’s comeback on Netflix, alongside exclusive content.

Our campaign had two targets:

The main one, an established Luis Miguel fandom (artist and show) in LATAM, both female and male. The second, new possible fans of the Netflix series.

Our starting point from a strategic POV was to give our audiences a preview of the last season of Luis Miguel the series, building hype, maintaining expectations and growing audiences. To do so, we worked on a campaign that used both Netflix’s social media channels across Latam (FB, IG, YT & TIKTOK) and the mobile website “A Message From the Sun”. The stunt worked for both targets: for the main one addressing their relationship with Luis Miguel and Netflix. For the second one, using the website as a window that invited them to become part of Luis Miguel’s fans.

We developed a mobile website (“A Message From The Sun”) with machine learning which was fed with hundreds of photos of the sun at different hours of the day. The algorithm learned to identify the difference between sunlight and other sources of light, like bulbs, so there was no cheating. For fans the task was simple: if they scanned the sun with their smartphones, they received a video announcing Luis Miguel’s comeback on Netflix, alongside exclusive content.

The site was announced on social media Netflix handles and was live for 8 days.

The website generated 9M interactions in total and the date announcement video reached 3.1M views.