Case Study: Netflix celebrates Money Heist fandom and finds the biggest fan with Amplify

Netflix drives 3M+ views with Amplify's La Casa De Papel fan challenge

The customer Netflix partnered with the vendor Amplify, a brand experience agency, to address the challenge of promoting the final season of its hit show Money Heist. The goal was to build on the show's status as a global cultural phenomenon and deeply engage its passionate fan base.

Amplify's solution was to create an immersive, multi-phase campaign called "La Casa De Papel: The Biggest Fan." This involved an online quiz to identify top fans, a rigorous casting process, and a final filmed competition. The campaign generated over 40,000 entries and 13 million digital impressions. The finale was broadcast on YouTube, achieving 1.2 million combined views and reaching over 3 million people globally through press and media coverage.

Netflix