Challenge
Michael Bay the famous blockbuster director launches his new movie “6 Underground” on Netflix. How to launch the biggest blockbuster in the history of Netflix and generate interest all over France?

Idea
“6 Underground” is the quintessence of Bayhem: explosions, movie stars, action and ... explosions. It is the ultimate popcorn movie ever created. To generate interest in this new movie, we created a campaign that pays tribute to the explosive art of Michael Bay: Boom Popcorn, the most explosive popcorn for the most explosive movie. A popcorn made out of an explosion. A popcorn, everyone in France was able to receive at home, for the launch date by ordering for free from... Netflix. Because, even at home, everyone deserves the best Bayhem experience possible.

Impact
A week before the release we asked people to call Netflix number. Rapidly, the campaign became a phenomenon (more than 300 000 people called us), everyone wanted their Boom Popcorn, even outside of France.

1. Awareness: for a week, we aired a TVC promoting Netflix explosive experience, and showcasing Boom Popcorn phone number. Indeed, in this TVC, a popcorn truck simply explodes and a man from Boom Popcorn starts his delivery with his scooter. We partnered with football stars and famous YouTubers to strengthen the visibility of the campaign (5M organic cumulated views).

2. Engagement: we benefited from @NetflixFR huge Twitter audience by “leaking” the phone number. Twitter turned crazy (10K organic tweets and discussions for days). Everyone was talking about Boom Popcorn and its voicemail. This also generated a lots of PR. By the way, after a campaign generating more than 50 000 000 organic impressions, “6 Underground" became the most watched movie of the year on Netflix France, attracting new users to the platform. BOOM