In Univision’s El Chapo, about the notorious Mexican drug kingpin Joaquin “El Chapo” Guzman, it seems everybody is being manipulated by someone else.

The network called on creative agency Mistress to play up this aspect of the show through a full social media campaign that used traditional Mexican storytelling marionettes to tease upcoming episodes.

The agency also incorporated other elements such as papier-mâché figures and gun smoke to represent the characters.

“We filled fans’ social feeds with original content inspired by the show, but not from the show itself, giving fans something new to consume when they entered El Chapo’s world,” Mistress said of the campaign.

It resulted in more than 200 pieces of content in Spanish, including a Facebook 360 video ‘Narco Tomb’ experience, and generated 30 million impressions, 4 million video views and 178,000 fans within weeks, according to Univision.

The season-one campaign targeted Hispanic millennials, and won gold at the 2017 PromaxBDA Latin America Awards in the Program Promotional Campaign (Latino American) category celebrating creative marketing aimed at U.S. Hispanic audiences.

To take it a step further, this year’s Latin America Awards will feature the first USHispanicPromax Awards.

Show us what you’ve got by September 20, and save the date for the big awards night coming November 14 to Miami’s New World Center.

RELATED: The Puppets and Tombs of Univision’s ‘El Chapo’

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