In Pursuit of Lupin

Description

“In Pursuit of Lupin” is Poland’s first live-streamed urban game, produced for the Gong Agency on behalf of Netflix. This innovative project combined an urban game, live streaming and the participation of influencers.

The game’s storyline was inspired by the heist genre, centring on a robbery. In this case, the aim was to steal the necklace belonging to the Lady with the Ermine, the subject of the most valuable painting in Polish museum collections. 

60 of our bike couriers took on the role of thieves who, on Lupin’s orders, had to ‘steal’ this valuable exhibit from the National Museum in Kraków. This marked the start of an exciting chase through Jordan Park, which was broadcast live on social media.

Working closely with directors and producers, we created an engaging, multi-threaded game in which influencer players had to solve puzzles, evade guards and ultimately capture the ‘thief’. The excitement reached its peak as fans followed their favourite creators’ every move in real time.

The event was integrated into an aggressive teaser campaign designed to fuel interest in the upcoming premiere of the new season of the “Lupin” series. Among other things, we capitalised on the clash between two of Polish YouTube’s biggest stars – Blowek and Naruciak.

The event culminated in a ceremonial presentation of the stolen necklace, which ultimately ended up in Netflix’s hands. The event took place in a spectacular setting, attended by representatives from Netflix and the Gong Agency.

The project proved to be a success. It generated significant reach, live views and engagement on social media. The event also served as a platform for building engagement amongst Netflix fans and effectively promoting the new series season.