Netflix has approached the Wall Street Journal for a collaborative native advertising campaign to promote 'Narcos'. The latest Netflix success Narcos is absolute binge-watching heaven and chronicles the true story of the rise and fall of drug lord Pablo Escobar. The narrative is told from the perspective of a real life American DEA agent who was highly involved in the chase to take down the drug lord.
The Wall Street Journal has come out with a long-form article called 'Cocainenomics' that outlines and explains cocaine as a business. The journal uses reporting, video interviews with DEA agents, photos and even an interactive map to better explain the history of the cocaine industry.
Native advertising continues to increase as newspapers try to attract the attention of younger viewers. Cocainenomics can not only promote Narcos, but can act as a historical and factual backstory for those interested in the show.