To generate awareness and buzz for the launch of the NARCOS Season 3 trailer on Facebook Live, Allied Experiential produced a NARCOS branded coffee truck to stop at locations around New York City. The promotion  targeted  consumers and media and included a livestream and Q&A with series star, Arturo Castro, on Facebook Live.

The NARCOS-wrapped coffee truck included a large monitor to play the season 3 trailer.. Licensed food handlers distributed hot & iced Colombian coffee (complete with dollar bill straws) and white powdered donuts. In addition, the agency brought an official drug-detecting K-9 officer and dog on site for photo ops.

25 million total social media impressions and 500,000 total social engagements were garnered from the activation. The promotion generated  4,464,271 Facebook views of the season 3 trailer and a total of 20,400,372 people were engaged on Facebook.