Netflix always strives to bring the most memorable stories and the best viewing experience to its fans. That’s why the brand takes spoilers personally: they ruin the excitement and the hype people have towards a show or movie. And the more a TV show is filled with exciting plot twists, just like the past four seasons of Netflix highly anticipated hit La Casa de Papel have been, the higher the possibilities for them to be spoiled.

Now, with only one season left in the tank, our goal was to protect fans of La Casa de Papel from spoilers to make sure their viewing experience was the smoothest possible.

We kept potential spoiler makers away from the Internet, by luring them into the only place they were forced to stay offline: on a scheduled flight that took off at the same time of the release of the last season of La Casa de Papel. Giving a truce from spoilers to millions of fans at home, at least for 5 hours. An unexpected stunt that took fans by surprise: all of a sudden, they became part of a spectacular heist just like one that the protagonists of La Casa de Papel usually commit. A sensation heightened by the presence of Actor Darko Peric, who impersonates the fan-favorite thief Helsinki: once the plane landed, he revealed he was on board all the time, hidden among the crew, behind the iconic Dalì mask usually worn by the band.

Data told us that everybody hates spoilers. But despite this, 27% of viewers think it’s acceptable to discuss major plot twists on Socials immediately after a series has been released. What’s even worse is that as much as 12.5% of the whole conversation about a series that will ever happen online occurs in the first five hours after a show gets released… And is made up almost entirely by spoilers.

These numbers helped us come up with a precise plan: to stop spoilers, we had to lure spoiler makers out and keep them away from the Internet during the first, crucial hours from the release of the show.

A month before the release of the last season of La Casa de Papel, we tracked down those who spoiled the show in the past, offering them an exclusive screening of the last season in Madrid.

We booked all the seats of a scheduled flight, taking off at the same time of the release of the series on Netflix.

Everything, from check-in desks to plane livery and crew’s uniforms was customized to convince them they were part of an exclusive experience for the most hardcore fans.

But once in the air, they discovered they were about to watch the show right on the plane. The only place where their smartphones had to stay disconnected from the Internet.

To help fans at home feeling they were protected from spoilers by a true heist of their beloved gang, we involved actor Darko Peric, hiding him among the plane crew all the time.

The exposure gained by our plan against spoilers resulted in an astounding 24 million views of the final content and an international coverage by the main news outlets. The content went viral on TikTok, an achievement made possible also thanks to the involvement of original cast member Darko Peric.

But the most important result was that we took away a potential reach of more than 7 million from the hands of spoiler makers in the first hours after the last installment of La Casa de Papel was released.