Project Overview
For the Italian launch of the new Netflix series "3 Body Problem," Amigdala collaborated with the creative agency DUDE to provide cutting-edge tech-digital support. Our primary contribution was to find the best technology and develop an innovative multimedia WhatsApp Bot, designed to engage and entertain users as part of a larger national advertising campaign.
Campaign Highlights
The centerpiece of the campaign, “Siete Insetti” (You Are Insects), was a bold and immersive takeover of Rome's Termini Station. The iconic train schedule board was replaced with the show's belligerent warning from the aliens to the human species, capturing widespread media attention across Italy.
For the launch of Squid Game Season 2, Netflix collaborated with the creative agency DUDE, which further partnered with Amigdala to bring a unique and immersive digital experience to Lucca Comics & Games 2024. This collaborative effort aimed to captivate Italian audiences by transforming the environment into a space where the game feels real. The experience featured challenges inspired by the series and provided exclusive access to a Squid Game Night held in a specially designed dormitory, amplifying the excitement around the season's premiere.
Engaging Audiences with Innovative Technology: The "3 Body Problem" Launch Campaign
For the Italian launch of the Glass Onion Knives Out movie, Dude organized the event for Netflix in Milan. We curated and developed two custom digital experiences specific for the event. The two digital experience was placed in two areas of the escaping room path that was designed for the event.
Passers-by could go back in time in Milan's Piazza Tre Torri for three days and see themselves younger, as Ryan Reynolds does in the Netflix movie 'The Adam Project.'
For the launch of the third series of Narcos, we created the technological infrastructure that made possible a real-time manhunt on the streets of Lucca, using Instagram.
On the occasion of the debut of the second season of Stranger Things, Netflix Italia organized a special event for all the fans of the acclaimed TV series: a nine-episode ride to watch the adventures of Hawkins's boys.
For the italian launch of the fourth season of Black Mirror, the cult series that talks about new technologies and its impact to the people, Netflix Italia thought a really social and human experiment.
Amidst online harassment, Amigdala and Publicis collaborated on an interactive installation for the launch of "Luna Nera." Shedding light on the ongoing witch-hunt faced by women, the installation used a powerful visual metaphor to inspire viewers to take a stand against this pervasive issue.
The WhatsApp Bot Experience
The WhatsApp Bot was crafted with the creative team to mirror the show's themes in a witty and engaging manner. It served as a "Moral Support" assistant, helping users navigate the complex concepts of the "3 Body Problem” series.
The bot's functionalities included interactive question and answer sessions, posing and answering questions related to the series, thereby enhancing user understanding and engagement. It also shared video responses featuring humorous and sometimes irreverent messages from three key talents involved in the campaign: Stefano Rapone, Chiara Valerio, and Roberto Giacobbo. These personalities provided a mix of entertaining and thought-provoking responses, addressing existential queries sparked by the show's intricate plotlines.
Integration and Reach
The WhatsApp Bot was seamlessly integrated with Netflix Italy's Facebook page, receiving the green tick badge and ensuring maximum reach and engagement. This integration was supported by Netflix's international team, highlighting the global coordination and effort behind the campaign.
Impact
The "3 Body Problem" launch campaign, bolstered by the WhatsApp Bot, successfully captivated audiences and media alike. It not only promoted the series but also created an interactive and memorable and fun experience for users, reflecting Amigdala's commitment to pioneering digital solutions for creative and innovative ideas.
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