Viral Stunt: Netflix Lets Fans 'Steal' Diamonds in Wild Heist-Themed Promotion

Drawing crowds to Clapham High Street, the real 9-carat diamond sparkled behind glass, watched by eagle-eyed security and CCTV. As viral video clips of hopeful “thieves” emerged, Netflix’s diamond heist billboard turned a true crime docuseries into must-see street theater.
Netflix invites fans to 'steal' diamonds in heist promo—when the line between marketing and crime gets a little too thrilling.