The television network laSexta asked Leo Burnett Iberia to launch their most important show of the season: Alcatraz. Thet created Alcatraz delivery, a prison food delivery service. Prisoners escorted by a policeman delivered a tray of disgusting prison food to the most important television bloggers and journalists of Spain. They even did a delivery in a live TV show. All this, resulted in the most successful launch of a television show in Spain ever.