Alfa Romeo x 6 Underground Marketing Case Study
Campaign Timing: 11/15/2020-12/31/2020
Film Release Date: Dec 13, 2019
Michael Bay's "6 Underground" stars Ryan Reynolds, Mélanie Laurent, Ben Hardy, Dave Franco, and the significantly refreshed 2020 Alfa Romeo Giulia. The neon green car features in a pivotal chase scene while a number of Land Rover Range Rovers bear the brunt of the impact of a hail of bullets in another part of the movie.
Steve worked closely with Netflix to develop a large scale co-branded media plan for the launch of "6 Underground" holiday action film release. The film debuted on December 13th, 2019 and subsequently viewed by more than 83MM people within its first 4 weeks.
To support the coordinated November 2019 launch- many unique and engaging experiences were created across social (Instagram Stories, Snapchat) and a custom landing page was built across the Xbox live platform to capture interest of viewers.
PR Impressions: 232MM+
With the power of both Fiat Chrysler and Netflix supporting the release of the film, naturally the film and Alfa Romeo’s inclusion captured a lot of headlines.
To amplify and further spread the news, native paid ad placements were targeted to entertainment enthusiasts driving them to the latest news articles.
A high amount of interest was generated across a broad range of devices and media types including: Broadcast/Cable, Addressable TV, Gas Station TV (OOH), XBox, Digital Display / Video, Social and Search. Targeted Digital campaign produced an efficient $0.02 cost-per-completed-view (CPCV)
GSTV (Key Markets)
Activated within key markets across the United States. Alfa Romeo successfully introduced the 20MY Alfa Romeo Giulia in neon green paint co-promoting the film on GSTV improving both brand favorability (+50%) and purchase consideration (+2X) for the auto brand.¹
XBox Live | Landing Page Experience
Netflix proudly featured the Alfa Romeo Giulia (mid-size luxury sedan) in an eye-catching neon green skin on its poster, red-carpet premiere and for an extended 4+ minutes of screen time during a chase scene to open up the film. The Alfa Romeo brand saw a huge boost in social engagement, search interest, site visits, dealer traffic and sales growth for the 2020 Giulia in the weeks and months following this effort.
L.A. Auto Show Appearance
The neon-green Alfa Romeo Giulia Quadrifoglio from the Netflix movie ‘6 Underground’ staring Ryan Reynolds featured on the show floor at the Los Angeles Auto Show.
Alfa Romeo Giulia: 4.5 minutes / screen time
Paid Media impressions: 376MM+
¹ via 3rd party measurement study
