Antiaquamortem

How do we launch Netflix' first Danish doomsday series "The Rain"?

"The Rain" is about an infected rain that kills a lot of people. A young group survivors head out to find one of their fathers, who has been working with bacteria and viruses and therefore might know what this rain is and have a vaccine against it. So we thought - why not use the vaccine as an element to launch the series?
We developed a fake medicinal product that can protect you from the rain and made it look like a real pharmaceutical product. But to make people curious, the vaccine is no where to be found. In the shops it's "sold out" and to make more people think "what is this?", we placed empty boxes near water puddles. To answer that question, the boxes contained a QR-code and a website that led to the campaign site.
We added small clues to the product - like the product number is the launch date - but also the name of the product "Antiaquamortem" - "no water death" in Latin - to make people understand it's not real. And those who don't know Latin, would feel calm after visiting the website. To stay in this cheesy world, we also made a poster with a doctor saying "Antiaquamortem protects you from the rain". And who knows - maybe a rain can kill all of us?
"The Rain" is about an infected rain that kills a lot of people. A young group survivors head out to find one of their fathers, who has been working with bacteria and viruses and therefore might know what this rain is and have a vaccine against it. So we thought - why not use the vaccine as an element to launch the series?
We developed a fake medicinal product that can protect you from the rain and made it look like a real pharmaceutical product. But to make people curious, the vaccine is no where to be found. In the shops it's "sold out" and to make more people think "what is this?", we placed empty boxes near water puddles. To answer that question, the boxes contained a QR-code and a website that led to the campaign site.
We added small clues to the product - like the product number is the launch date - but also the name of the product "Antiaquamortem" - "no water death" in Latin - to make people understand it's not real. And those who don't know Latin, would feel calm after visiting the website. To stay in this cheesy world, we also made a poster with a doctor saying "Antiaquamortem protects you from the rain". And who knows - maybe a rain can kill all of us?