AR filter for Netflix and "The Silence of the Swamp"

The challenge: Capturing attention on social media with an innovative format

To promote the release of the thriller El Silencio del Pantano, the production company Zeta Cinema was faced with the challenge of standing out in an increasingly saturated digital landscape. The main objective was to devise a social media marketing strategy capable of creating a strong visual impact and breaking the monotony of the conventional feed, capturing users’ immediate attention in a creative and memorable way.

Beyond traditional advertising formats, the real business challenge lay in finding a way to convey the film’s dark and suspenseful atmosphere directly to the viewer. The aim was to launch a highly participatory campaign that would not only showcase the visual identity of the film, starring Pedro Alonso, but also actively invite the audience to interact, have fun and become organic promoters of the upcoming release.

Netflix

A world-leading streaming platform and entertainment production company offering films, series and documentaries worldwide.

Entertainment

Filtro de realidad aumentada para promocionar película de Netflix

The solution: An Instagram filter to star in the film

Marketing

In collaboration with the agency Carmelo & Willy, we developed an exclusive Augmented Reality filter for Instagram. The solution allows users to become the main character in the thriller through an interactive and intuitive mechanism: when they activate the front-facing camera and tilt their head forwards, an effect is triggered in which blood spurts out, gradually staining the screen dark red to simulate an accident.

This proposal combined the powerful appeal of user-generated content (UGC) with the production’s distinctive visual style. Through the use of immersive AR effects, we achieved an immediate interaction that encouraged the audience to capture their reaction and share it in their stories, dramatically boosting digital word-of-mouth and ensuring high retention of the advertising message.

300k

Organically generated impressions

150k

Screenshots and user interactions with the filter

60k

Stories shared on social media

Película de Netflix "El silencio del Pantano"

Using AR to capture attention and stand out amongst the usual social media promotions
Seamless activation of the effect upon detecting a simple tilt of the user’s head
A reproduction of the atmosphere, colours and style of the film’s original poster
Activities focused on encouraging widespread content sharing and organic engagement from audiences

Key findings

The implementation of this Augmented Reality filter demonstrated the enormous potential of interactive campaigns as part of a promotional strategy for a film release. By giving users the opportunity to immerse themselves so directly in the world of the thriller, extremely high levels of engagement were achieved, and the film remained at the centre of the digital conversation during the key weeks.

The resounding success of the initiative was reflected in its metrics, far exceeding 300,000 impressions and reaching over 60,000 content shares without the need for investment in advertising media (earned media). This project reaffirms how immersive tools can effectively boost the visibility of a production, connecting emotionally with a young audience through technological innovation.