House of Cards
Netflix
Set in present-day Washington, D.C., House of Cards is the story of Frank Underwood (Kevin Spacey), a Democrat from South Carolina's 5th congressional district and the House Majority Whip, who, after getting passed over for appointment as Secretary of State, decides to exact his revenge on those who betrayed him.
What happens when you are tasked to make a show about U.S. politics trend in multiple markets across Latin America when real life politics in the region give a much better unscripted show?
You join them.
Argentina
Previous seasons of House of Cards saw several successful campaigns in the Argentina market. To promote Season 5 on the heels of that success, we knew we needed to develop a campaign that would deliver stronger results, engagement, and buzz than previous years. To do this, we built a story arc rooted in local cultural zeitgeist and incorporated House of Cards in the most organic way possible.
Claire of the people
We recreated the iconic mural of Evita Perón in Buenos Aires, replaced her with Claire’s face and situated the new mural a quarter mile from the original Evita mural (and we put it on the same street!) This stunt reached over 2.5MM people, generated over 1.2MM impressions on social and over 400k in earned media.
But we didn't stop there.
We also recreated infamous and controversial political ads to increase word of mouth pre-launch and really play up the persona our characters portray.
Colombia
Colombia was an emerging market for Netflix during the launch of House of Cards Season 5. Buzz about the Netflix and House of Cards was not as high as we needed it to be during the time. Instead of playing dirty political games like our infamous lead character, we chose to dig into local cultural insights and promote our show in a way that would be hyper relevant to the audience. Both assets broke previous market records in terms of views, engagement, total conversation and earned media.