When The Electric State dropped on Netflix, it didn’t just launch a movie—it launched a movement. With a bold global marketing campaign powered by AGBO, the film captured the world’s imagination through immersive activations, star-powered premieres, and a surreal dose of nostalgic, sci-fi magic.

From Cosmo donuts to robot flash mobs, here’s how The Electric State became a #1 global Netflix hit—and how AGBO made sure the entire planet was watching.

🟣 THE SPHERE IN VEGAS… BECAME COSMO’S HEAD

In true AGBO fashion, The Electric State kicked off with something massive. The Las Vegas Sphere lit up as Cosmo’s enormous smiling face, gazing down on the city and welcoming travelers to the world of the film.

And just when people thought it couldn’t get weirder, Herman (voiced by Anthony Mackie) literally stood up from inside the Sphere in a visual stunt that had social media doing double takes.

🍩 RANDY’S DONUTS GOT A COSMO MAKEOVER

LA’s most iconic roadside landmark didn’t miss out on the fun. Randy’s Donuts swapped their giant donut for a GIANT Cosmo head—complete with his signature smile. Fans lined up for a taste and selfies, and the activation turned into a viral moment that blended LA kitsch with sci-fi charm.

🛻 COCO ROBOT FLASH MOB

AGBO took street-level marketing to the next level when dozens of CoCo delivery robots in LA were skinned as mini-Cosmos—then organized into a surprise flash mob in Century City Mall. The fleet of adorable robots "marched" through LA, triggering both laughs and confusion from locals.

Cosmo is taking over the streets. Literally!! 

🌍 GLOBAL PREMIERES & FAN TAKEOVERS

From Los Angeles to Seoul, the film launched with fan-forward events and star-studded screenings.

🛋️ The Premieres

• Los Angeles – A major red carpet event featuring appearances by Millie Bobby Brown, Chris Pratt, and the Russo Brothers.
• Madrid, London, Tokyo, New York, São Paulo – Each city hosted press events, influencer screenings, and fan activations, bringing the world of The Electric State to life.
• Toronto, Seoul, Chicago, Montreal, Nashville, San Francisco, Vancouver – From Soho House screenings to Word of Mouth events, fans had the chance to see the film early and share their love for the robots, the visuals, and Michelle’s journey.

⭐ THE STARS CAME OUT

AGBO’s global campaign wouldn’t have been complete without support from the film’s all-star cast:

• Millie Bobby Brown hit the red carpets and spoke passionately about Cosmo and the film’s themes of connection.
• Chris Pratt took to social media and fan events with his usual charm, sharing stories from set.
• Stanley Tucci made surprise appearances and lent his signature voice to the rollout.
• The Russo Brothers led the charge, interacting with fans, attending screenings, and continuing to connect directly with the global audience.

🤖 COSMO IN REAL LIFE

The Electric State’s emotional core, Cosmo, came to life thanks to an incredible collaboration with UCLA’s robotics lab. A full-size, working Cosmo robot made appearances throughout the campaign, delighting fans and giving a glimpse into what practical effects and robotics can do in modern filmmaking.

And yes, the Billbots—those charming billboard-faced bots—were also out in full force, from red carpets to fan zones.

🛍️ CONSUMER PRODUCTS FOR THE FANS

The Electric State world expanded with a line of consumer products, including:

• Funko Pops of Cosmo and friends
• Apparel and accessories featuring retro robot designs
• Collectibles and puzzles tied to the film’s themes of memory and exploration

📈 #1 ON NETFLIX—GLOBALLY

All the hard work paid off—upon release, The Electric State shot to #1 on Netflix in countries across the globe, proving that its blend of heart, humor, and haunting beauty resonated worldwide.

💬 FANS SAID IT BEST

📢 “Stunning visuals. Great cast. Loved the story.... Certain it will become a cult classic in the future.” 

 📢 “I found the story refreshing between all the sequels, prequels and reboots we keep getting”
📢 “Absolutely cinema ✋🏻🥹🤚🏻” 

🚀 THE JOURNEY CONTINUES

With the Netflix game now live, a limited-edition signed poster giveaway, and merch still dropping, the world of The Electric State is far from over.

This was more than a campaign—it was a cross-platform, fan-first, robot-fueled takeover. And we’re just getting started.

WATCH THE ELECTRIC STATE NOW ON NETFLIX

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