(UPDATED) Is ABS-CBN no more? No, that’s just fiction.

The network's metallic logo atop its Eugenio Lopez Jr. (ELJ) Communications Center building in Quezon City was gradually replaced Friday afternoon by black signage with the letters “ABC-ZNN” in white.

But instead of the station seemingly being taken over, it’s all just marketing for the new Netflix anime series “Trese.”

“ABC-ZNN,” a play on the media company’s name, is a TV station in the Filipino graphic novel adaptation which premiered Friday.

'Yong totoo?#TreseOnNetflix https://t.co/Voq0yt0yql pic.twitter.com/pKFI7f0VDL

— Anjo Bagaoisan (@anjo_bagaoisan) June 11, 2021

By 6 p.m. on Friday, the façade of ELJ glowed red, with interior lights seen through windows, spanning several stories and the entire width of the building, forming the word “TRESE.”

BREAKING: Trese has officially taken over ABC-ZNN!!! pic.twitter.com/51UdClxjqD

— Netflix Philippines (@Netflix_PH) June 11, 2021

A day prior on Thursday, billboards promoting the series were placed outside the station’s walls in Sgt. Esguerra Avenue, along with the “ABC-ZNN” logo.

That night, ABS-CBN’s broadcast center -- normally lit in the network’s red-green-blue colors -- was illuminated in red, the color of the streaming platform.

ABS-CBN was not involved in the making of the series produced by BASE Entertainment and released with dubs in English, Tagalog, Japanese, and Spanish.

ABS-CBN compound is in bloody red theme. Hmmm. @Netflix_PH #TreseOnNetflix ❤️❤️❤️ pic.twitter.com/doFKUfK0Wi

— Clarence Alvarado (@rency0722) June 10, 2021

Actress Liza Soberano, who voices lead character Alexandra Trese for the Filipino language dub, is a contract artist of the network.

• Why Liza Soberano was initially hesitant to do 'Trese'

On Twitter, users were taken by surprise at the physical transformation of ABS-CBN’s signage and marveled at the length of the marketing done for “Trese”.

Experiential marketing taken to a whole new level https://t.co/3iIQqfc8TB

— Jap (@japtobias) June 11, 2021

Trese marketing team is really on another level! They deserved a raise.#TreseOnNetflix #TabiTabiPo https://t.co/JFBmyVJ2kZ

— JUAN 🍥 (@juanderpet_) June 11, 2021

DAMN, THAT MARKETING! https://t.co/UhowGckXwO

— Gelo #DefendPressFreedom (@gpemps) June 11, 2021

GAGO ANG GALING HAHAHHAHHAHAHA IM SHOOKT GRABE ANG LAKAAAAS!!!!!#TreseOnNetflix #TabiTabiPo https://t.co/xl10S3haQt

— alt iWantTFC ❁ (@ALTiWantTFC) June 11, 2021

Today in "Grabe Talaga Yung Marketing Team ng Trese" https://t.co/QyEv4AJd1X

— Albert Lirio (@albertlirio) June 11, 2021

ABS-CBN was not the only media outlet that physically advertised “Trese.”

UPDATE: The signage atop the ABS-CBN ELJ Center gets a makeover as the fictional "ABC-ZNN" network depicted in the animated Filipino mythology film #Trese, which premiered on the streaming platform Friday.

📸:Kerchlynn Tan

#TreseOnNetflix pic.twitter.com/1dl4YK7NYw

— Anjo Bagaoisan (@anjo_bagaoisan) June 11, 2021

Local broadsheets such as the Philippine Star and BusinessWorld printed faux front pages featuring an advertorial “reporting" a scene from the series.

Murder on Balete Drive gets the page 1 treatment on BusinessWorld -- the newspaper whose office is located along... you guessed it... Balete Drive #TreseOnNetflix #tabitabipo pic.twitter.com/laqtXpba73

— Cathy Rose Garcia (@cathyrosegarcia) June 11, 2021

In the run-up to the premiere, on-ground and digital promos such as “vandalized” billboards and “leaked” security footage of mythological monsters purportedly roaming Metro Manila drew attention to the series.

• These ‘vandalized’ billboards of ‘Trese’ are stirring up netizens