For the launch of the Luke Cage Season 2 series based on the Marvel Comics character of the same name, sees Luke Cage become a hero in Harlem after clearing his name, only to face a new threat and challenges that will test how much of a hero he really is.
After a well-received first season, Luke Cage Season 2 kicked off on the 22nd of June 2018. For the promotion of the series, Netflix and Biborg collaborated on a campaign including online display units, metro covering of the Parisian station Gare de Lyon and line 2 metro, video mapping, a digital out of home campaign and a contextualised print banner campaign in L’Equipe sports magazine.
The online display units included interactive homepage takeover units on Allocine, Konbini, Skyrock, Jeuxvideo.com and L’Equipe. The creative formats invited users to interact and follow a 'muscular' day in the life of Luke Cage. An interactive pre-roll unit serving on L’Equipe, JournalduGeek and TF1 allowed users to control the power of Luke by scratching a vinyl. Other online formats included static mobile and desktop units and a mobile video interstitial.
The covering of Gare de Lyon train station included the whole of the line 1 platform being transformed into Harlem. Immersing users in the universe of Luke Cage, users were also invited to listen to a Hip-Hop playlist by plugging in their headphones to a Harlem stereo. Luke Cage stickers were displayed on the line 2 metro as well as digital out of home formats engaging passers by in the series universe.
As the campaign went live during the Fifa World Cup, contextual front banners on L’Equipe magazine were created using codes from the international football competition. Since Argentina played the night prior to the series launch, a reference to the professional footballer Lionel Messi, also known as one of the greatest football players of all time was made : À Harlem c’est moi le Messie - In Harlem, I’m the Messiah, referring to Luke Cage of course as the hero of Harlem through a French play on words since Messie means Messiah.
A video mapping experience was displayed in Stalingrad for one week and also for two nights on the walls and buildings in the neighbourhoods of Paris including; Blanche, Hotel de Ville, Quai de Valmy, Places des Abbesses and Place Stravinsky. The first night of the video mapping was during the 37th edition of The Festival of Music aka La Fête de la Musique. Being a series with an African-American culture along with hip-hop and street codes shaping the show’s identity, music is an integral part of Marvel’s Luke Cage. So what better place to showcase a video mapping experience than the street festival of La Fête de la Musique?