Building transformed into prison cells in Orange Is The New Black PR stunt
By Lydia Bryant on Friday, August 28, 2015
Orange Is The New Black (OITNB) has got to be one of Netflix’s most successful original series. Its quirky, funny but starkly realistic storylines took the world by storm when it was released in 2013. Netflix decided to promote the long awaited third series a month or two back through an engaging PR stunt in the heart of Paris, which certainly grabbed the onlooker’s attention.
Lookalikes of the cast in orange jumpsuits were hauled into a yellow prison bus (labelled with Orange Is The New Black) and taken to a building. But not just any building – the front had been transformed into prison cells, and fairly realistic ones. Each ‘lookalike’ was put in a cell on full display to the public, where they acted out the parts of frustrated inmates, yelling at the guards and pedestrians below and throwing what looks like paper (maybe promotional material?).
Here’s a campaign video:
To make the stunt more meaningful, the building was branded with Netflix and OITNB, which makes sense as there’s a good chance some of the public may not have been acquainted with the American T.V series, they sure are now!