Kimera Underground Park is the promoter of the luxury bunker in which a group of privileged can take refuge while the world that until then was known is destroyed. And it is also the premise of “The atomic refuge”, The new series of Netflix, and that of his promotion campaign, which has opted for a multichannel, interactive and experiential strategy To enter users in the universe of fiction.

The series, created by Álex Pina and Esther Martínez Lobato (“La Casa de Papel”), and produced by Vancouver Media, stars, among others, by Miren Ibarguren, Joaquín Furriel or Natalia Verbeke. Netflix has not yet confirmed the date for its premiere on the platform, but has already begun to generate expectation with a plan designed next to the Creative Agency C&W.

Creating Kimera Underground Park

Throughout the last weeks, before publishing the video about these lyrics, it has developed a series of activations in different phases to publicize the series. One of them has been the creation of A specific website that simulated being the official portal of a common real estate, but that provided information about Kimera Underground Park. In it he provided information about the company and the bunker, as well as images about the installation.
The website has received, as Netflix shares in a statement, 28,000 unique users.

Also included a number of Free Telephone for customer servicein which it was reported that the company had sold all the units and value its proposal. This action, as the platform points out, has had hundreds of calls only in the first week of May.

Audio Kimera Telephone

In addition, the social profiles of the fictitious company have been created. In Instagram and Tiktok Users have been able to enter the details of the bunker, and the company has encouraged to reserve a place. It has also shared, among other things, the process of building the facilities.

Kimera promotion in Mutua Madrid Open

As if it were an authentic brand, the strategy has developed a verosy marketing plan for Kimera Underground Park to win notoriety. Thus, he has included an alleged sporting event sponsorship Mutua Madrid Openheld in the Magic Fund between April 21 and May 4. There the alleged real estate was present with a own stand in which he announced the advantages of his private bunkers services, and delivered merchandising of the company.

As part of the activation, a video was created that showed the details of the bunker as if it were An ad Authentic real estate. The piece was reproduced on the screens of the Mutua Madrid Open enclosure, as well as in the track judge chairs on the three main tracks of the tournament.

Besides, influencers, content creators and profiles of public characters, such as singer Omar Montes, or the real estate consultants Guille Revilla and Juan Travesededo, who have gained popularity with the videos that show luxury homes, were present at the stand, and through Reels and Stories invited their followers to discover the space. They have also created their own content.

A pop-up showcase in Gran Vía

The campaign also installed A pop-up showcase on the Gran Vía de Madrid to connect with a broader audience through the generation of experiences. This invited to visit the website created and to contact the established telephone; and showed images of the bunker facilities in which the story takes place.

To boost the exhibition in one of the main arteries of the country, the promotion of “the atomic refuge” also included the execution of informative videos of Kimera Underground Park on the screens of Callao City Lights. These videos also encouraged passersby to discover the showcase.

After the first phase of the campaign, on May 14 Netflix revealed that behind Kimera Underground Park is the series. The revelation It has included, in addition to the publication of the video “What is Kimera”, a phrase on the telephone number of attention of the alleged real estate, starring Minerva, CEO of Kimera, a character to which Vida Miren Ibarguren gives life, in which some brushstrokes are shared on the argument of the series.

Kimera revelation audio

The campaign is a new example of the Storytelling capacity of Netflix, whose communication is characterized by the expansion of the narrative universe of their productions through the marketing strategy and the transfer of the emotion of their stories through the marketing strategy, creativity and the generation of physical entertainment experiences that complement their digital content.

More info.: Kimera Bunker