Netflix ‘Speak like El Patron’

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Netflix ‘Speak like el Patron’ case study

The Brief

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.

Earning Media

The campaign earned the equivalent of $1 billion dollars in media coverage.


The Drum, 5 Sep 2016

Netflix teams up with Babbel to launch Narcos-based Spanish lessons

Read more

The Next Web, 5 Sep 2016

Babbel and Netflix want to teach you to speak Spanish like a Colombian drug kingpin

Read more

GQ, 5 Sep 2016

Netflix e Babbel ti insegnano lo spagnolo con le voci di Narcos

Read more

CNN, 5 Sep 2016

Lanzan herramienta para aprender a hablar español como ‘el Patrón’ Pablo Escobar de ‘Narcos’

Read more

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