Nail-biting finales, shocking twists, and El Profesor’s amazing plans — it’s no surprise that Money Heist has inspired devotion from fans across the globe. Over several seasons, the Spanish crime drama television series takes one on a never-before journey as the masked robbers attempt to pull off one of the greatest heists of all time. From an amazing cast to a gripping plot, the series is truly one of its kind. But all good things do come to an end. Season five, the series’ final season, launched two campaigns to build hype and anticipation around the show — #MoneyHeist, going live in September 2021 and #IndiaBoleCiao, going live in December 2021.
To bid farewell to this iconic show, @NetflixIndia wanted to engage Money Heist’s massive fanbase in India and give a fitting ode to the show’s viewers. But how could it do so effectively? TV show fans are an indomitable force on Twitter, leading conversations before, during, and after shows have aired. To leverage this community and reach a bigger audience, @NetflixIndia found its perfect partner in crime in Twitter.
A good heist involves careful planning, and @NetflixIndia was inspired by the best. With a wide range of Twitter’s ad products, the streaming platform sought to keep audience engagement at the core of its strategies for its two campaigns.
During the first campaign in September 2021, the brand kept ardent fans on their toes by launching a time-based quiz – Money Heist Escape Room. This quiz tested fans’ knowledge of previous seasons. The anticipation and excitement for the season finale kept growing and in December 2021, the brand used to bring #IndiaBoleCiao as an ode to the fans of the show, and this marked the beginning of the second campaign. During this phase, the brand also highlighted nostalgic moments through an emoji engine activity as well. In this activity, @NetflixIndia replied to fans’ emojis with related scenes or gifs from the show. Talk about ️-felt!
Thankfully, @NetflixIndia’s steps to success don’t need spoiler alerts. Here’s what they did: