Narcos: Speak Like El Patrón campaign was a clever collaboration between Netflix and the language learning app Babbel in 2017. It capitalized on the immense popularity of the Netflix series Narcos, which heavily featured Spanish dialogue.
Campaign Overview
Cause for Campaign:
Fans were captivated by the show’s characters and their distinct Spanish, particularly the way Pablo Escobar (El Patrón) spoke. Many viewers expressed interest in learning Spanish but might have been intimidated by traditional methods.
Idea & Concept:
Create a unique learning experience that allows fans to learn “Narcos Spanish” while engaging with the show’s characters and themes.
Execution:
- Babbel Integration: Netflix partnered with Babbel to create a special, free Spanish lesson module inspired by Narcos.
- Content: The lessons incorporated audio clips and visuals from the show, focusing on vocabulary and phrases relevant to the drug trade and Colombian culture.
- Accessibility: The module was available in six languages (English, French, German, Italian, Portuguese, and Swedish), allowing a wider audience to participate.
- Social Media Buzz: Netflix and Babbel promoted the campaign through social media channels, leveraging the popularity of Narcos to generate excitement.
Impacts
- Increased Language Learning: Over 100,000 people took advantage of the free Narcos-themed lesson on Babbel within the first few days.
- Enhanced Fan Engagement: The campaign deepened fan connection with the show, offering a way to learn more about the language and culture depicted in Narcos.
- Positive Brand Image: Both Netflix and Babbel were seen as innovative and audience-centric for creating such an engaging learning experience.
Impact and Results
The Narcos: Speak Like El Patrón Campaign was highly successful, generating 1 billion in media coverage and reaching 32.7 million people on social media. This campaign effectively expanded the show’s global presence and engagement.
Lessons Learned
- Harnessing Pop Culture: Leveraging the popularity of a show like Narcos can make language learning more fun and relatable for a wider audience.
- Partnerships for Success: |Collaboration between Netflix and Babbel allowed them to reach a broader audience and provide a unique value proposition.
- Creating Engaging Content: The campaign demonstrated the importance of creating learning experiences that are both informative and entertaining.
