Netflix's 'Money Heist' pits superfans against each other in a gameshow

French branded entertainment campaign via Amplify rewards the show's 'biggest fan'

Published On
Nov 30, 2021

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Netflix's "Money Heist" (La Casa de Papel) is the kind of show that attracts superfans, and the streaming platform is going out of its way to reward their loyalty.

A campaign from Italy previously trapped the show's Italian superfans on a plane for five hours to prevent spoilers, and now here's a campaign from France that pitted fans of the show against each other in a branded game show.

Created via agency Amplify, the campaign first selected applicants with an online call for fans to answer "Money Heist" questions, in order to identify the 100 most passionate fans. This group was then whittled down to six people through a rigorous casting process that included candidates submitting videos demonstrating their creativity, passion and love for the show.

The six finalists were then pitted against each other in a series of mental and physical challenges on the show, broadcast on Nov. 28 on Netflix’s YouTube and Facebook channels. As a reward, the winner will have their profile featured across an out-of-home campaign in Paris to promote the release of Season 5 part 2, as well as being flown to Madrid to take part in a special event, designed and produced by Amplify, with the cast and creators of the show.

“Money Heist is a phenomenon, a piece of streaming culture that has broken through people’s screens to influence fans, superstars and even political movements," said Amplify's executive creative director Alex Wilson. "As a result, we knew it was important to celebrate the world of the show in an authentic way, creating a filmed IRL experience which invites the show’s audience and superfans into it."