Spotted! Netflix drives into town

As part of a promotional effort for its new original movie Triple Frontier, Netflix took an unassuming red truck to the Auto Show.

Every year, the Canadian International Auto Show has some ground-breaking or eye-catching cars. It’s displayed vehicles from high-tech driverless cars to bedazzled Bugatis. This year, transit agency Metrolinx even used the Auto Show as a hook to promote the GO Bus.

Netflix also used the show as an opportunity to showcase itself. It brought with it a seemingly inconspicuous truck – a red Toyota – but invited attendees inside to get a taste of high-stakes Hollywood action.

As part of an effort to promote its new film Triple Frontier, Netflix set up the truck at an on-site booth and invited fans to take the same physical challenge as film stars Oscar Isaac, Ben Affleck and Charlie Hunnam. Attendees were tasked with loading as many heavy bags of cash into the back of the truck while the clock ticked down. During the challenge, a monitor also displays how much the participants have nabbed so far.

The booth was equipped with surveillance cameras, which allowed attendees to share their exploits on social media.

The activation was on display from Feb. 15 to 24. Experiential agency Eat It Up Media handled the activation. Sid Lee handled the creative concept, while Mediabrands was the media agency on record. Triple Frontier will premiere on the SVOD and in select Canadian theatres March 13.

Netflix has previously engaged in experiential and interactive displays to promote its  material on Canadian soil; it’s crafted custom pop-ups to promote Riverdale and Gilmore Girls, and encased (fake) millions in an OOH display to promote Narcos.

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