On the occasion of the premiere of the second season of “Wednesday”Netflix has transformed the Nuestra Señora del Pilar School (Madrid) into a real replica of the Nevermore Academythe gothic boarding school that shelters Wednesday Addams and to the rest of supernatural marginalized. A promotional action that has been based on an immersive experience to connect the narrative universe of the series with the physical world of the viewer.

From July 17 to 19, fans will be able to travel free Interactive elements Designed to activate all the senses.

This Intervention in Urban Space It is part of a broader strategy by Netflix to create experiential experiences linked to its great franchises. He already did it with “Stranger Things” or “La Casa de Papel”, and with “Wednesday”, as it is its most watched English speaking series to date, raises the ambition of the project.

The format goes through a Transmedi narrativeTo not only promote the series, but deepens the construction of brand, loyalty to a community and generates organic social content, since the academy visits not only seek the connection, but also the viralization in Tiktok or Instagram.

Although the opening event was attended by celebrities and influencers, the focus is on the access of the general public for three days. The action thus capitalizes the Fan engagement just before world launch of the new season: The first four episodes will arrive on August 6 and the last four, on September 3.