Netflix MY creates escape room to promote new Money Heist series

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Netflix has kicked off its own "heist" in Malaysia with an escape room to promote the new Money Heist: Korea — Joint Economic Area series. While Netflix did not comment on the monetary value of the initiative and its marketing strategies, its spokesperson told A+M that Money Heist is one of its most popular shows in Malaysia.

"With Money Heist: Korea — Joint Economic Area, where the heist is set in the unique premise of a mint in a unified Korea, we wanted to create an immersive experience to introduce the Korean crew to Malaysia, and for Malaysian fans to be a part of the ultimate heist," the spokesperson added. It is understood that The Chariot Agency and C27 were involved in this activation.

joint economic area cawangan malaysia 1 1

Located at Cawangan Malaysia at No. 7, Jalan Batai, the escape room runs until 10 July and features a massive sculpture of the Hahoe mask in the building's foyer. The mask is worn by characters of Money Heist: Korea — Joint Economic Area. The foyer also includes an interactive installation that serves as a re-introduction to the Korean la banda.

hahoe mask sculpture 1 1
interactive character installation 1 1

Upon changing into a red jumpsuit and mask, participants will receive a briefing of The Plan. As soon as participants head upstairs, they will need to race against time for a treasure hunt in Tokyo's room, hack their way into the JEA's computers in Rio's room, and sharpen their observation skills in Nairobi's money-printing room.

nairobi s room 2 1 nairobi s room 3
the professor s classroom 3 1 the vault 3

Netflix pulled out all stops to promote the last season of Money Heist last year. In Malaysia, the streaming platform created a Spotify playlist titled "Bella Ciao, the Malaysian Mixes" consisting of three different remixes of Bella Ciao featuring Malaysian singer Yuna and the Malaysian Philharmonic Orchestra, BATE, and Bass Agents and Estee Louder.

In Indonesia, the team 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.

In Italy, Netflix invited a group of avid Money Heist fans and potential spoiler makers to a special launch event for the show in Madrid. However, these unsuspecting fans didn't know that the event was actually held on the plane itself instead of in Madrid and Netflix held the show's fans "hostage" by dressing the crew as the gang from Money Heist.