To promote the upcoming release of the Marvel superhero series Luke Cage, Netflix sent the entire first season to French journalists and the biggest Marvel fans. With one catch, the USB key containing the episodes was encased in an unbreakable box, “as impenetrable as Luke Cage’s skin. Naturally, the recipients did everything in their power to break into the boxes and highlighted their efforts on social media.

The buzz built as the recipients competed to be the first to access the series, and the social media public joined the fray with their own suggestions for gaining access. While the boxes remained unbreakable, the effort earned Netflix thousands of videos and social media mentions and more than 1.5 media impressions. The Netflix platform also crashed the day the series launched.