Notorious Drug Lord, Aspiring Politician, Spanish Teacher...?

Hello, Creative Souls!

Today, we’re exploring how a simple tweet sparked a creative campaign that made language learning cool, entertaining, and uniquely Narcos. When a fan tweeted that Narcos was essentially “free Spanish lessons,” Netflix saw the perfect opportunity to tap into this insight while promoting Season 2 in a fresh, engaging way.

Campaign: Narco-Spanish Lessons
Client: Netflix x Babbel

The Big Idea:

When the show first dropped, everybody and their mother started using spanish words - some safe for work, some not, in their tweets and conversations. Using this insight, Netflix partnered with Babbel, a language learning app, to create Spanish lessons inspired by the world of Narcos.

These weren’t your typical polite greetings or travel phrases—they were “Narco-Spanish” lessons filled with colorful expressions straight from the show’s high-stakes crime environment

The lessons were designed to look like a standard Babbel course but with an edgy twist.

 Why This Works:

Pop Culture Meets Education:
By blending entertainment with education, Netflix made learning Spanish exciting and relevant. Fans who loved Narcos now had a reason to engage further with the show, seeing language as a gateway to dive deeper into its narrative.

Emotional Connection:
The lessons brought viewers closer to the characters, allowing them to adopt the language and expressions of their favorite narcos. This personal connection made the experience feel more intimate and authentic.

Humor and Edge:
The humorous twist of learning “Narco-Spanish”—phrases that aren’t exactly classroom-appropriate—added a level of fun and rebellion to the campaign. It aligned perfectly with the edgy, thrilling tone of the show.

Why the Execution Matters:

Execution here was key. Imagine if Netflix had simply promoted Spanish subtitles or language flashcards—practical but forgettable. Instead, they took a fan insight and built an experience that made fans feel like part of the Narcos world. It wasn’t about traditional language learning; it was about putting viewers in the shoes of the characters they loved. The edgy, entertaining lessons offered something unexpected, making the campaign truly memorable.

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Execution Tips for Brands:

1. Leverage Fan Insights: Use what fans say about your brand as inspiration for campaigns. Real audience insights make campaigns more relatable and authentic.

2. Blending Entertainment and Education: When you can teach something while entertaining, you create deeper engagement. Find ways to turn learning into a fun experience.

3. Stay True to the Tone: Match the campaign’s vibe with the content. For Narcos, this meant keeping the lessons edgy, rebellious, and thrilling.

Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.