Netflix turns mallgoers into shoplifters to promote Red Notice
To launch Netflix’s biggest heist film of the year, we wanted fans to experience first-hand the adrenaline rush of a heist. We created the Red Notice Shop – where every item was free if people could steal it. Set up in one of Mumbai’s biggest malls, the Red Notice Shop displayed cool collectibles like tech delights, movie merchandise, and three precious Fabergé eggs with exclusive rewards. To get to them, fans had to defeat slick security measures usually featured in heist films like lasers, sensors, CCTV cameras, alarms, and a team of burly security guards.
Turns out people love stealing stuff. The Red Notice Shop got over one lakh participants to steal 5.5 million worth of goodies in just 36 hours. It became Netflix’s most participated on-ground event globally and the most talked about pop culture moment of the year. Red Notice saw a 25% viewership bump during the event weekend, and the shop directly drove 35% of the total conversations around the movie. Red Notice was the only Global title to trend in India’s ‘Top 10’ list for 10+ weeks.
1 Grand Prix, 2 Golds, 1 Silver, 3 Bronzes (2022)
Blue Elephant (2022)
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