Money Heist roundup: Netflix goes on a global marketing heist ahead of release

Netflix is pulling out all the stops for the first half of Money Heist's fifth season, which is also the last. Since its launch on 3 September, Money Heist shot up the rankings to becoming among the Top 10 trending shows on the platform, particularly in Singapore. According to Southeast Asia statistics from Meltwater, the number of mentions for Money Heist from 1 September onwards jumped by 1,261% to 59.8k compared to the previous period. Most of the chatter came from Twitter, which had 58.3k conversations.

Some of the trending themes included "money heist", "true love", "same way" and "several lives". Most of the online sentiment around Money Heist was neutral (59%) and only 14% was positive. Also, most people used the love emoji to express their thoughts around the series while some also used sad and joyful emojis. According to Meltwater, most of the tweets came from the Philippines followed by Malaysia, Indonesia, Thailand and Singapore.

Netflix declined to comment on MARKETING-INTERACTIVE's questions about the marketing stunts it has carried out around Money Heist. However, MARKETING-INTERACTIVE found some interesting global campaigns done by the streaming platform that may just get you singing "Bella Ciao".

No Spoiler Heist

Possibly one of Netflix's most elaborate marketing stunts, the "No Spoiler Heist" saw the streaming platform trap the show's avid fans in a plane. Netflix Italy wanted to ensure that fans could enjoy the newly-released episodes of Money Heist without spoilers from avid fans who will binge the episodes and post spoilers on social media.

To achieve this, Netflix invited a group of avid Money Heist fans and potential spoiler makers to a special launch event for the show in Madrid. However, what these unsuspecting fans didn't know was that the event was not held in Madrid, but in the plane itself. Leveraging the rule that mobile devices must be switched off in planes, Netflix held the show's fans hostage in the plane by a crew dressed as the gang from Money Heist. Fans on board the plane binged the first five episodes while being cut off from the internet, which meant that the rest of the fans in Italy could leisurely enjoy the shows without any spoilers. 

Bella Ciao, the Malaysian Mixes

Netflix Malaysia created a Spotify playlist titled "Bella Ciao, the Malaysian Mixes" to market the final season of Money Heist. The playlist consists of three different remixes of Bella Ciao featuring Malaysian singer Yuna and the Malaysian Philharmonic Orchestra, BATE, and Bass Agents and Estee Louder. The playlist was done in collaboration with C27 and The Chariot Agency.

Indonesia Digital Heist

Netflix Indonesia mass-hijacked the screens of Indonesia just a day before the release to get fans hyped for the show. The clip contained a message from the professor and took over TV networks RCTI and CTV, social media, and even Mall Taman Anggrek, known to have the world’s largest illuminated LED façade. This was done together with GOODSTUPH.

Golden Pepsi cans

Netflix India collaborated with Pepsi to celebrate the finale of Money Heist with golden Pepsi cans. The cans featured elements from the series such as the Dali mask and "Bella Ciao". The cans also served as a golden ticket to a virtual party which will allow fans to access exclusive content and celebrate with other fans in the country.

To promote the golden Pepsi can, a digital film was also launched, which starred brand ambassador and Bollywood actor Tiger Shroff. In the film, Tiger is sent on a mission by the professor to retrieve the golden Pepsi cans. The film also shares details of how consumers can register for the virtual fan party.

While not done in collaboration with Netflix, some brands also celebrated the release of the show's finale.  

VerveLogic

Indian digital agency VerveLogic celebrated the release of Money Heist with a day off for all its employees and posted about it on its Instagram. The agency said that it was to thank all its members who have shown an amazing spirit during work-from-home. Netflix India replied to the initiative: “We had our 'bank work' excuse ready for our boss but this is fantastic!”

Astral Pipes

Indian piping company Astral Pipes creatively used the idea of "leaks" to promote its pipes. The brand posted on its Instagram with the caption "The Professor, the mastermind behind the biggest heist has been helping us devise a foolproof strategy against leaks for decades", with an image of a pipe by the brand preventing "spoiler leaks".

Separately, fans of Money Heist who may be in denial or are upset about the series coming to a close by the end of the year, a Korean remake has been announced for the popular Spanish crime show. According to Channel News Asia, the remake will feature a similar plot with a group of people with various skills under the direction of a criminal mastermind. However, it will be set in Korea. While there have been no details yet on who will be starring in the show, Korean media outlets reported in early November that actress Jeon Jong-seo had been offered the role of Tokyo, CNA said. 

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