To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms.
A one-of-a-kind approach
In a first-of-its-kind approach, Atresmedia and Estrella crafted a unique gamified experience by staging a thrilling, real-time “jewelry heist” that unfolded during the New Year’s ad break. Instead of standard commercials, Atresmedia viewers were pulled into a high-stakes heist scene inspired by Berlin, with clues embedded throughout the segment. This immersive storyline invited viewers to participate as detectives in real-time, tasked with figuring out the heist’s “solution” before the ad break ended.
This gamified setup kept audiences glued to Atresmedia, enhancing engagement and anticipation leading up to the countdown. The real-time interaction allowed viewers to “play along” as they might in the series itself, creating a memorable link between Berlin, Estrella, and Atresmedia’s New Year’s experience. Estrella branding was subtly interwoven into the heist scenario, connecting the brand with the thrill of the story while maintaining a light, celebratory tone for New Year’s.
The results
The Atresmedia campaign was an outstanding success, generating substantial buzz and becoming a social media sensation. Viewers shared their excitement about the unexpected heist mystery, making it one of the most discussed New Year’s ad breaks of the year. Estrella achieved the highest ad recall in the New Year’s segment, with an impressive boost in brand favorability, thanks to its association with the excitement of the Berlin series.
This partnership between Estrella, Netflix, and Atresmedia set a new benchmark for interactive advertising. By gamifying the ad break, the campaign engaged audiences in a fresh, memorable way that cemented Estrella as a culturally relevant and innovative brand. Through collaboration, Atresmedia helped Estrella elevate its presence in a unique, experience-driven campaign that resonated deeply with Spanish audiences.