Criminal Minds' final season - Marketing Stunt

  • Camila Scher

To celebrate Criminal Minds final season on Latin America we decided to go big! Our goal was to claim ownership of the show by attracting younger demos that were already watching the show on Netflix. We partnered up with Mexico's top 1 freestyler "Aczino" to emulate the typical freestyle battle against Criminal Minds most iconic character: Dr Spencer Reid. We recorded and edited the video simulating an encounter between the two and uploaded to Youtube. As a result, the video reached 1 MILLION views during its first week on Youtube becoming our top performing content of all 2020. And last but not least, thanks to Aczino’s action we managed to attract new sponsors that helped us increase our revenue.