ALMA Reaches +50 million People with Its Spanish Lessons for the Second Season of Narcos

The Hispanic agency, ALMA, was responsible for communications of all the digital campaign launching of Narcos second season, original Netflix series. Together with the Narcopedia and different online activities for the series’ fans, they developed very special Spanish lessons, based on the slang that characterizes Pablo Escobar. The idea came from a fan’s tweet that said that Narcos episodes can be considered as free Spanish lessons. The creative team came up featuring Pablo Escobar as the tutor of these lessons, very different from those taught in a grammar course. Different characters of the show gave the lessons and people on social networks asked for more. The campaign was a great organic success with more than 12 million views, more than 40% increase in followers, and more than 50 million people reached, who interacted with the Spanish lessons.