Netflix released Glass Onion: A Knives Out Mystery.

We had a challenge: to reach the under 35s, an audience not on traditional circuits.

We had an insight: we all like to play detective from the sofa at home.

And we had a plan: to bring together the audiences of Spain’s main streamers and immerse them in the world of the film.

The action was structured in two phases: one involved the audience, the other with streamers competing against each other in the name of all their followers.

Phase 1. Mystery Boxes

Ibai Llanos sent a replica of the puzzle box that appears in the movie to seven streamers.

On the same day and at the same time, each streamer had to open their box live on their Twitch channel. Once they solved the puzzle, they received an invitation from our host, Ibai, to the live experience event.

Phase 2. The Experience

We built a 1300 square meter set with seven rooms inspired by the movie.

The streamers had to go through the rooms solving mysteries until they found Ibai, while he watched from a secret control room, either helping the streamers… or trolling them!

We had a challenge: to reach the under 35s, an audience not on traditional circuits.

1,118,659 views

1M+ views in the first 24h

1.8M+ on Ibai’s channel

1M+ on Netflix channel

19M+ views

84 posts

64 million potential audience