For Univision’s original blockbuster series, “El Chapo,” Mistress has created an integrated and immersive social campaign for fans. The series and the creative are 100% in Spanish and comprised of over 200 assets including a multi-touchpoint social-first micro-campaign using the traditional Mexican storytelling device of marionettes to highlight how, in the world of El Chapo, everyone either manipulates or is being manipulated.
To celebrate the death of Season 1, a traditional narco tomb was created and filled with effigies of the characters and props from the show. Through a Facebook 360 experience fans were able to explore the tomb and spend time discovering “Easter eggs” from the show hidden in every corner, like the cans of chile El Chapo used to smuggle drugs and the green cooler used to store the severed head of a drug lord’s wife.
“Death of a Season” 360 has garnered 400,00 views in total and the Puppets campaign has had over 1 million views across all channels. Our entire social media campaign has resulted in 26 million social media impressions.