Work

FOX

Objective

Generate excitement about the return of the science-fiction series “The X-Files,” whose new season was scheduled to premiere in Colombia on January 25, 2016.

Strategy

Create the type of mystery that would be investigated by the fictional special agents of “The X-Files.” Newlink’s Brand PR, Social and Creativity & Design teams worked together to launch five drones that appeared to be UFOs in Bogota on the night of Thursday, January 21.  Using the hashtag # lucesextrañasbogota (#strangelightsbogota), a group of undercover influencers generated content on social media. Less than 24 hours after the drones were spotted, their appearance was revealed to be a marketing stunt and content on the series premiere hit social media.

Results

7.8 million impressions. The appearance of the mysterious lights became a trending topic on social media in 10 minutes and a national trend in 20 minutes.

  • Earned media of $ 1 million.
  • Rating 2.47 (142% above Fox’s target for the premiere episode)

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