The hunt for s04e01
Mocro Maffia is one of the biggest shows in the Netherlands. The show, about drug trafficking, has the most loyal fanbase. As soon as one season ends, fans are asking for the next. That’s why Videoland asked us to create even more hype for the start of the fourth season. We sent fans on a wild goosechase looking for their holy grail: a chance to watch the first episode before anyone else.
The campaign consisted of two phases: a teaser phase, with different ‘roads’ for superfans and regular fans, and a hunt phase. All of which designed to maximize excitement for the fans, whilst relating to storylines in the show and its spin-off ‘Meltem’.
Client: Videoland
Creative Director: Guy Lokhoff
Creative: Sabrina Beek
The first hint was a little glitch at the end of the trailer.
Teaser phase
The URL in the trailer brought fans to a ‘homemade’ memorial guestbook for a beloved character who passed away. The fans who spotted it, enthusiastically started to leave comments. For the people that didn’t immediately get it, we posted the URL a little later.
But what some of them didn’t realise was that their next clue was waiting for them.
The very first comment in the guestbook included a link that brought fans to a website that looked like a desktop of a ‘snitch’.
Every file was filled with photos, pages of creditcard information (a nod to the spin-off) and a file that needed a password. This is where fans could watch the episode, if they had a code. (And we hid the very first code in the creditcard information!)
Hunt phase
To succeed in an online ‘hunt’ you have to be everywhere. There were 46 pieces of content, from Instagram to TikTok, Snapchat, Facebook, Marktplaats and even the Videoland platform itself.
We gave codes to influencers and the cast to show on their social media, and handed out a couple of codes to desperate fans who were spamming our dm’s. We even infiltrated Telegram groups.
Because some concepts were easier than others, we also had different grades. Codes could be used once, five, twenty or hundred times- depending on difficulty of the concept.
A couple of easier formats were the voicemail and the shooting range (which was a nod to a previous season).
Because the show is centered around a lot of men, but has a lot of female fans, we also chose to make an hommage to the women. This was one of the harder codes to spot, meaning fans had to watch it multiple times- giving the new TikTok account a little boost.
We also held the fans’ attention for almost ten minutes, with a livestream of a shisha lounge, where multiple codes were shown.
For the grand finale, we posted three different sets of coordinates and times. These corresponded with billboards in Utrecht, Rotterdam and Amsterdam (shown above) where a code was shown.
Results
Fans were extremely enthusiastic. The fastest code was snatched up in six seconds, while the average time was three minutes. In total, there were 3000 fans belonging to the happy few who could watch the first episode before anyone else. Each Instagram account (@videolandonline & @mocromaffiadeserie) gained 2500 followers in one week. The campaign site had 15.000 unique visitors, and Mocro Maffia was streamed over 50 million times.
Thank you for smoking
Gezondheidsfondsen voor Rookvrij
Don’t wait for luck to happen
Staatsloterij
Content
Netflix
