In August 2020 "BIOHACKERS" launched on Netflix. A series about biotechnology and genetic engineering. We wanted to spark discussion on how far science should be allowed to go. Therefor we turned the series itself into a genetical experiment and involved the target audience directly on various channels.

In August 2020, „Biohackers“ launched on Netflix. A series about biotechnology and genetic engineering. We were briefed to create an activation to attract viewers and spark a discussion about the content of the series.

„Biohackers“ is a series about biotechnology and genetic engineering. Much of it sounds like science fiction. But it is already reality. To prove this we turned the series itself into a genetic experiment. We „translated“ the binary data of the series into genetic code. 42 minutes Netflix series became 400 million DNA sequences.

Thus we created the world's first series stored in DNA.

Our strategy was to involve our target audience from the very beginning. As "BIOHACKERS" is a series with scientific content as well as love story and coming of age elements which aims at young adults and students we chose Netflix' owned social channels to communicate with the fans. We announced the stunt on Instagram and Facebook and fed the target group with regular updates on the status of our scientific work. The “DNA of the series” was then sent to influencers, bloggers, journalists and fans. We published the DNA code of the series on the web and provided an open source software which could be used to decode the series from the DNA before the official launch.

To store the series in DNA we „translated“ its binary data into genetic code.

42 minutes Netflix series became 400 million DNA sequences. In collaboration with the world's leading scientists in this field, we encapsulated the DNA strands in tiny glass beads and embedded them in a carrier liquid. The entire process was accompanied in a documentary.

The “DNA of the series” was then sent as a mailing to influencers, bloggers, journalists and fans all over Germany. At the same time, we published the documentary and the complete DNA code on the web. And we provided an open source software, which could be used to decode the first episode of the series from the DNA before. Influencers and bloggers spread the story. A lively discussion started about the new Netflix series, about the topic of biohacking - and on how far science should be allowed to go.

25+ million media impressions

5+ million impressions via social

225k Youtube views of the documentary within one week

20+ k Downloads of DNA code

Lively discussions on how far science is allowed to go

"Biohackers" went Netflix Top 10 in 36 countries