Instead of shielding the public from the spoilers, we broke all convention and decided to spoil the ending ourselves. We started our campaign for Season 2 by announcing that Pablo dies. That announcement inevitably caused an uproar among fans, which is exactly what we wanted. From there on, we would base our entire creative campaign around spoiling different aspects of the show while proving that our content can still be engaging despite knowing the outcome.

We started the Spoiler campaign by announcing on all social media that Pablo died. Wagner Moura even announced it during interviews sparking reactions from talk show hosts. After a heated debate sparked among fans about the ethics of our "spoiler," we expanded the idea by sending spoiler kits to influencers with details around the Escobar murder and videos with the characters, all claiming to know who killed Pablo. This created even more intrigue. Later, we even spoiled our own premiere by leaking the first episode using Facebook Live. Customized letters from the DEA were created to excuse employees from work so they could watch the premiere without any more spoilers. And finally, we launched a Narcopedia website with every historical spoiler you can imagine. Even the ones that conflicted with scenes in our series.

The results were staggering. The campaign earned 200 million impressions and the Narcos social accounts got a 50% increase in new followers, plus 4 million social engagements during the three-month campaign. Netflix stock even increased by 20% with the success being attributed in large part to the success of Narcos Season 2. Looks like fans can learn to like spoilers after all.