CASE: STORYTELLING THAT BREAKS THE INTERNET
STORYTELLING THAT BREAKS THE INTERNET
OBJECTIVE / CHALLENGE
In June 2016, Netflix was ready to launch the much-expected fourth season of their award-winning show Orange is the New Black (OITNB). This season’s story centered around the Latina rebellion inside Litchfield. We knew our Hispanic audience would especially love this season, so we wanted to reach them by creating an activation that was tailored to Latin America.
Orange Is The New Black could (sometimes) be like a Mexican telenovela; both have a dramatic storyline, catfights, and over-the-top villains. What if we turned OITNB into a Mexican telenovela? Lightbulb! What if the most iconic telenovela villain of all time, the queen of the Internet meme herself, Soraya Montenegro, would get transferred to Litchfield and terrorize the inmates with her infamous “Maldita Lisiada” performance? “Naranja Es El Nuevo Negro” was born. Itatí Cantoral, the actress that gave life to many villains in Mexico in the 80s and 90s, brought her infamous Soraya Montenegro character back to life in a social activation before the season four launch. Using a little movie magic, we mashed up scenes from the show’s three previous seasons with newly staged material featuring Itatí Cantoral in an orange jumpsuit acting as if she was really in the show and had been responsible for the most memorable scenes.
We uploaded the video on OITNB’s Latin America Facebook page the week of the release of the new season. In just 12 hours after the post, the video reached 2 million views. Not only did we get their attention, but the US and Brazil channels were going crazy for Soraya’s revival. Perez Hilton talked about it, and fans all over the continent were sharing the video and posting the infamous meme of (Cries in Spanish). Now connected to OITNB and generating thousands of messages of love for Netflix, the brand that brought their favorite villain back!
And so, with 40 million combined views, 44K comments, and 330K shares, we were able to get everyone in Latin America to cry in Spanish.