Netflix began life as a simple mail order DVD service, before it progressed into online streaming and then again into the world of original programming. Nobody could have possibly predicted that the services original shows would match, and in many cases even surpass the content offered by premium cable networks like HBO and Showtime, but runaway hits like Orange is the New Black and House of Cards, as well as critical successes like Bojack Horseman and Bloodline, have transformed Netflix from an online movie archive into a legitimate alternative to traditional television.
Netflix have partnered with The Wall Street Journal to create an intricate, lengthy, and interactive promotional tool rather provocatively named Cocainenomics
As the Autumn sets in and we're subjected to the usual barrage of crass reality shows and uninspired sitcoms, Netflix are looking to remind viewers of the premium, quality content already available for streaming with a unique campaign focusing on their latest big-budget original. “Narcos” is an ambitious saga that details the rise of Pablo Escobar and the Medellin Cartel, and which debuted over a month ago on Netflix. The show's topic alone is a rather alluring draw, with drug peddling proving a popular (though controversial). The fact that it's also based on a remarkable true story surely seals the deal, so it seems odd that the company has taken its time to fully promote this potentially lucrative new series. In this case though, good things come to those who wait.
Narcos - Official Trailer
Netflix has of course already promoted the show through traditional advertising, including a flashy trailer and posters with catchy one-liners (“There's no business like blow business” is a particular favourite of ours), but the most interesting piece of marketing is a partnership with The Wall Street Journal: An intricate, lengthy, and interactive promotional tool rather provocatively named “Cocainenomics” crafted by WSJ's own inhouse content marketing division WSJ Custom Studios. The ad, which can be found on the WSJ website, is split into six sections, describing the kingpin's rise and his brutal methods, along with the external factors that helped lead to his ascent, including cocaine becoming the disco era’s drug of choice and Wall Street’s drug of power. The ad displays graphics detailing the current cocaine trade, which stretches around the world, and the current trade into the US, which is dominated by another massive and violent cartel, this time based in the Mexican state of Sinaloa. It's interesting and educational, without being heavy-handed.
The ad, which can be found on the WSJ website, is split into six sections, describing notorious kingpin Pablo Escobar's rise to power and his brutal methods
The feature finishes with details of Medellin today, including an informative and optimistic six minute video, which shows how far the city has come since violence ravaged the streets during Escobar's bloody reign. The interactive ad also allows visitors to take a short, ten question test (with bonus clips) to determine whether they have taken in everything they've learned. It's like school, only fun. Considering the show itself often oscillates wildly between fictional scenes and archival footage of real events in order to demonstrate its authenticity, the remarkably inventive campaign adds another layer to the show's authenticity, and shows that Netflix is not messing around when it comes to its original programming!
