Orange Is The New Black is the new sensation for Netflix. The show revolves around Piper Chapman, a girl from a good family who ends up at the Litchfield prison for carrying a suitcase full of drug money. Accompanied with a group of inmates, each more magnetic than the next, Piper tries to find her way in this new environment.
For the launch of the third season, Netflix wanted to create a disruptive campaign that swells the ranks of the series. To do so, we asked the main character to share her daily life at the Litchfield prison.
Through an interactive activation set up at Les 4 Temps mall - Paris, France - Biborg connected a phone booth equipped with a camera to a huge and epic 360° screen of 250 sqm named the Digital Dream.
Never used for this purpose up until now, the Digital Dream gave the opportunity for participants to be in contact with the heroine of Orange is the New Black and at the same time reflecting the users’ reactions while immersing them into the universe of the show.
All up, there were 85% phone interactions.