MATTER
MATTER’s role
MATTER's role: creative strategy and the launch campaign — the Curitiba drone show, the 'Arisu Viverá' Padre Patrick collab built on real fandom prayer chains, and the Tudum Charts interactive platform.
Long-form case study — uploaded 2026-08-24 from the project page's Case Study sub-page (produced 2026-06-19 by marketing-case-study-formatter v2.0.0). Source project: Alice in Borderland S3 — Launch Campaign.
Produced: 2026-06-19 by marketing-case-study-formatter v2.0.0
Primary angle: Cultural Moment / Experiential (strength: 5/5)
Secondary angles: Social Strategy (4/5), Platform Innovation (4/5)
Headline + Subhead
When a drone show ends a TV series
How MATTER turned a finale into a cultural event — and got 10 million people to watch the sky.
Elevator Pitch (~50 words)
For the final season of Alice in Borderland, Netflix needed to close a franchise, not just promote one. MATTER built a drone show in Curitiba, a fandom prayer campaign, and an interactive platform — three ideas, first round. The drone video hit 10M views on TikTok.
Credentials Paragraph (~120 words)
Netflix Brazil needed Alice in Borderland S3 to land as a cultural event, not a seasonal release. The finale had to outperform S1 and S2 in conversation, in a competitive window alongside Squid Game S3.
MATTER developed three campaign ideas in a single round — all approved. A drone show in Curitiba dramatized the JOKER stage finale in the sky above a city known for its tech-forward culture and production access. A fandom activation with creator Padre leveraged the prayer chain behavior that Alice fans had already invented themselves. And Tudum Charts, an interactive platform built for the campaign, showed potential as a permanent Netflix asset.
The drone video alone generated 10M TikTok views — one of the most viewed posts on Netflix Brasil's profile.
One-Page Case Study (~400 words)
The challenge
Alice in Borderland had a loyal, male-skewed anime and action audience. Season 3 was the end of the franchise. Netflix's ask was specific: drive conversation that surpassed S1 and S2, in a window where Squid Game S3 was also hitting the market. Awareness wasn't the problem — the audience knew the show. The problem was energy. Final seasons lose momentum unless the campaign makes the ending feel like an event worth showing up for.
The insight
Alice in Borderland fans didn't just watch the show — they built rituals around it. Prayer chains, character devotion, the kind of participatory fandom that lives in comment threads and TikTok duets. The campaign didn't need to manufacture hype. It needed to meet the audience where they already were, then give them something to amplify.
The ideas (three approved in round one)
The drone show. A synchronized drone activation in Curitiba — chosen for production access, visual novelty, and a geographic footprint that extended beyond São Paulo's usual dominance in Brazilian campaigns. The JOKER stage imagery played out in real sky, over a real city, captured in a way that made it inherently shareable.
Arisu Vivera. Padre, a creator with authentic roots in the Alice fandom, was brought in not as a generic influencer but as a reflection of real fandom behavior. His prayer chain format mirrored what fans were already doing — the creative idea existed in the community before the campaign.
Tudum Charts. An interactive platform built specifically for the campaign, with architecture strong enough that Netflix's international teams identified it as a potential permanent global asset.
The results
- 10M TikTok views on the drone video — one of the highest-performing posts in Netflix Brasil's profile history
- Amplification from Curitiba's city government and local press, extending reach without media spend
- High engagement on Padre's prayer chain activation through participatory comment behavior
What it means for MATTER
Three ideas approved in the first creative round signals something beyond luck — it reflects a team that read the brief accurately and understood the audience before the brief was even written. The Curitiba drone wasn't just a production feat. It was a strategic choice: the right city, the right visual, the right cultural moment. That's creative strategy functioning the way it's supposed to.
Full Case Study (~900 words)
Context
Netflix Brazil has one of the most sophisticated content marketing operations in Latin America. They move fast, they have taste, and they've seen everything. When they bring in an agency, the baseline expectation is already high. Alice in Borderland S3 had an additional complication: it was the end. Final seasons carry specific emotional weight for fandoms, and campaigns that treat them like regular releases tend to disappoint.
The brief called for a social marketing campaign in Brazil, with a budget of R$783,365. The audience was male-skewed, anime-adjacent, and deeply attached to the franchise. Squid Game S3 was releasing in the same competitive window. Netflix needed Alice to hold its own.
The brief MATTER actually answered
The stated objective was to drive conversation surpassing S1 and S2. But underneath that was a harder problem: how do you make a finale feel like an event when the audience already knows the story ends here?
MATTER's answer was to treat the final season not as a season to promote but as a cultural moment to stage. The difference matters. Promoting a season means telling people it exists. Staging a cultural moment means giving them something to participate in — something that generates its own conversation, independent of paid reach.
That reframe shaped every idea.
The creative approach
Drone show in Curitiba. The decision to activate in Curitiba was strategic before it was creative. São Paulo is the obvious choice for Brazilian campaigns — which is exactly why it wasn't chosen here. Curitiba offered production access, visual novelty, and a city government that had demonstrated willingness to engage with cultural events. Flyworks, the drone production partner, was exceptional — detailed, collaborative on location scouting, and technically precise. The JOKER imagery in the Curitiba sky gave local media and the city prefecture a reason to amplify organically. That amplification wasn't planned. It happened because the activation was genuinely local, not just geographically located.
Arisu Vivera with Padre. The creative team found an insight buried in fandom behavior: Alice in Borderland fans were already running prayer chains for their favorite characters. This wasn't a manufactured emotion — it was a real community ritual. Padre, a creator with genuine fandom credibility, was brought in not to promote the show but to reflect the behavior back at the audience. The result was engagement that didn't feel like advertising because it wasn't built like advertising. It was built like fandom.
One complication: Padre posted about a Netflix competitor after signing an exclusivity agreement. This created a contractual issue that the team hadn't anticipated and couldn't fully control. It's a learning worth documenting — exclusivity contracts with creators need faster enforcement mechanisms, and the risk of creator behavior outside the campaign window should be scoped more explicitly in future agreements.
Tudum Charts. This was the most technically ambitious element. An interactive platform built for the campaign, capable of tracking and visualizing fan engagement in real time. The build partner, Webcore, was fast and efficient as a strategic partner — but the budget process wasn't transparent to Boys Do Cry, which created unnecessary friction. Tudum Charts didn't get the structured rollout it deserved, which limited its impact during the campaign window. Netflix's international product teams saw its potential as a permanent global asset. Whether that gets realized depends on Netflix's internal roadmap, not on the campaign — but MATTER built something worth that conversation.
The results
The drone video reached 10M TikTok views, making it one of the most-viewed posts on Netflix Brasil's profile. This wasn't the result of algorithmic luck or paid amplification alone. The video worked because the activation was visually arresting, distinctly local, and tied to a franchise with an audience ready to share.
Curitiba's prefecture and local media engaged spontaneously, extending reach into earned territory. The Padre activation drove comment-based engagement through participatory prayer chain behavior. Tudum Charts functioned during the campaign window, despite the rollout limitations.
Three ideas approved in round one. A Netflix team that moved quickly and gave clear feedback. A drone partner that was technically and strategically collaborative. And a Webcore partnership that delivered the platform, even with process friction on the budget side.
MATTER's role
MATTER led creative strategy and campaign development. Production of the drone activation was led by Flyworks. Platform development was handled by Webcore. Boys Do Cry executed the Brazil social marketing scope. MATTER's specific contribution: the strategic reframe (event vs. promotion), the creative ideas, and the fandom insight that drove the Padre activation.
MATTER Role (Honest)
MATTER led creative strategy and concept development. Flyworks led drone production. Webcore built the Tudum Charts platform. Boys Do Cry executed the Brazil social marketing scope. The R1 approval rate — three ideas, zero revisions — reflects both the quality of the creative output and the quality of the Netflix team's feedback culture.
Award Show Recommendations
Strong potential:
- Cannes Lions — Experiential & Immersive (Entertainment sub-category): The drone activation is a legitimate experiential entry. The earned amplification from Curitiba's city government strengthens the cultural impact angle.
- Cannes Lions — Social & Influencer (Influencer-led Storytelling): The Padre activation is a strong entry in this category if the fandom-behavior insight is well-articulated in the submission.
- Effies Brazil — Entertainment Marketing: Results-first format suits the 10M view result and the S1/S2 conversation benchmark. Entry should lead with the delta.
Moderate potential:
- El Ojo — Interactive/Digital: Tudum Charts is the angle here. Would require documentation of platform engagement metrics not currently in the project file.
Recommendation: Enter Cannes Experiential and Cannes Social/Influencer. Brief the team on Effies Brazil. Hold El Ojo until Tudum Charts metrics are confirmed.
Client-Sensitive Flags
- Padre exclusivity issue should not be included in external-facing formats without confirming with Netflix account lead first
- Webcore budget process notes are internal only
- Results are from campaign data reported by the team — verify figures with Netflix before any press or award submission
Production Metadata
- Capabilities demonstrated: Creative Strategy, Social Strategy, Experiential, Launch, Content
- Channels: TikTok, Experiential/Drone, Influencer, Interactive Platform
- Narrative frames: Cultural Moment, Craft Story
- Award potential: Strong
- Vertical: Entertainment
- Client: Netflix Brazil
- Timeline: Sep–Nov 2025