Netflix ‘Speak like El Patron’ Entertainment Netflix Italy
When Netflix launched one of its most iconic ever series, Narcos, it caused a frenzy around the world. Viewers were immediately hooked by Escobar’s exploits and fascinated by the culture of Colombia. But there was also a more unexpected area that was piquing fans’ interest – the language predominantly used in the series, Spanish.
To launch the second season, we needed to grab our audience’s attention.
During and after Narcos’ hit first season, social media monitoring showed us that quotes, memes and comments in Spanish had started appearing online, inspired by the show’s plotlines. But the most interesting discovery was that people weren’t just quoting the series – they were actually learning the Spanish language from it.
We saw an opportunity to tap into this behaviour and help Narcos fans take their enthusiasm for Spanish even further. Netflix partnered with leading language app Babbel to create an entire Spanish lesson inspired by the world of Narcos, for both mobile and desktop.
Listening, reading and writing exercises were created, all based on the series. Available in six languages – French, English, German, Italian, Portuguese, and Swedish – people everywhere were all able to start learning Spanish, Patron-style.
Engaging the audience
The Babbel app was downloaded 100,000 times on launch day.
Smashing all KPIs
The campaign reached almost 33 million people around the world.
The campaign earned the equivalent of $1 billion dollars in media coverage.