For the launch of Season 2, we offered fans a tool to learn the fundamentals of Spanish. With Babbel, a leading app for learning languages, we created an entire Narcos inspired Spanish lesson, for both mobile and desktop.

We created an entire Narcos inspired Spanish lesson, for both mobile and desktop. We launched it globally, with the support of the social media (Italian FB/TW pages). Babbel pushed his PR and in few hours the news spread out all over the world.

The Patrón conquered millions of viewers within the first two days. We reached 1 billion people worldwide and 32,7 million people on social media. More than 100,000 people attended their first Spanish lesson.

The idea is the perfect example of a seamless and genuine interaction between brand and users. The execution itself worked only because users were truly engaged by the idea and for the unconventional partnership with babbel.

Data have shown that our target (25/45, fan of the series and of the brand) is massively using apps to learn new languages and became addicted to the Narcos Spanish language. We push the news on Netflix Italian FB page, inviting the community to have a try with the app. The launch of the app was global, with a strong push from Babbel on PR.

Narcos is one of Netflix’s most loved series all spoken in original spanish language, a lot of people speak Narcos Spanish online because they are inspired by the serie and they make joke on it, also a lot of them don't speak that Spanish in a correct way.

How to leverage on this and get the target to become more enthusiast about the launch and spread the word all over the world?