The Metropolitano stadium has become the Birmingham of the 1920s, and the Atlético de Madrid players have become members of a gang of gangsters. The reason was to announce the premiere of the film “Peaky Blinders: The Immortal Man”, the sequel to the popular Netflix series, within the framework of an agreement established between the Madrid club and the streaming platform for the promotion of the production.
The alliance, as Atlético de Madrid pointed out in a statement, has allowed the company to enter the world of football in Spain and has been based on “the values of Atlético de Madrid, the passion of our fans and the technical possibilities of the Riyadh Air Metropolitano”.
The agreement between both entities has materialized in various activations. One of them has been the creation of a digital spot titled “Courage and Heart” that, precisely, publicized the collaboration. It starred the players Koke, Giménez, Griezmann, Sørloth and Lookman, dressed as the members of the band led by Thomas Shelby; and set in a conjugation of the universes of the team and the series.
The piece is an internal idea of the Netflix Spain team and was produced by Fight.
The video took viewers back to Saturday, March 14, when the League match between Atlético de Madrid and Getafe was played. During the run-up to the meeting, fans were able to enjoy different experiences, activities and nods to the narrative and aesthetic universe of “Peaky Blinders”. in the Fan Zone of the stadium.
The different activations have been carried out in collaboration with the agencies El Ruso de Rocky, Andtonic and StudioM, the Cultural Relevance Area of WPP Media.
Different spaces were decorated with decorations that evoked the series, a hairdressing and barbershop space was installed where fans could enjoy a haircut; Old cars were exhibited and newspapers were distributed with information about the film, which will arrive on the platform’s catalog on March 20.
In addition to these activations, boxes 18 and 19 of the VIP ring of the Riyadh Air Metropolitano became “The Garrison Pub”, a unique space set in the emblematic bar where part of the plot of “Peaky Blinders” takes place. Guests, influencers and content creators were able to watch the event as if they had traveled to Birmingham at the beginning of the 20th century.
Likewise, the team arrived at the stadium accompanied by vintage vehicles and a large group of representatives of the Shelby family band. And at half-time, all those attending the live match enjoyed a surprise show on the pitch, consisting of a sound and light show and many extras dressed as the Peaky Blinders.
Additionally, the stadium and immersive scoreboard screens were also part of the promotion with graphics displaying the film’s title, as well as the release date and Netflix logo. They also advanced part of the plot, with phrases like “The break is over. Tommy is back.”
The management of these spaces has been carried out together with Spark and Jellyfish.
With this, the platform generated expectation about the film which, on this occasion, takes the story to 1940, in the midst of the chaos of the Second World War. Tommy Shelby, played by Cillian Murphy, is forced to return from exile to face a reckoning and decide both the future of his family and the country.
The promotion strategy has allowed Netflix to connect emotionally with football fans, beyond Atlético de Madrid, as well as expand the reach of its communication, turning marketing into an experience. It is something that he did recently with the premiere of the last season of “Stranger Things”, which turned the center of Madrid into an access to the “Upside Down”.
For its part, Atlético de Madrid reaffirms itself as one of the most innovative clubs in terms of marketing, communication and brand expansion initiatives. It is reinforced in entertainment by linking itself with the streaming platform, while continuing to enhance its personality, philosophy and values.
