Digital Communications



Client
Universal Pictures

Brief
To deliver a multifaceted digital communications campaign for the theatrical release of Pacific Rim: Uprising utilising social influencers and online publishers.

Strategy
The campaign rolled out across four key stages of activity, the first of which was profiling relevant pop-culture influencers to amplify the teaser trailer launch and share the excitement with their fans.

To further build on this anticipation, we recruited on-brand social personalities to attend early statewide Q&A fan events and for Sydney, arranged for leading influencers in the gaming and entertainment space to a meet & greet opportunity with John Boyega and Scott Eastwood.

The next stage was to carry this momentum forward to the official Premiere screenings of the film and expand our list of social personalities to cover these events to maximise social media awareness around release. The final stage was the negotiation and distribution of Pacific Rim: Uprising video assets to digital publishers in the film, entertainment, geek and gaming media.

Key Outcomes

• The Pacific Rim: Uprising campaign generated over 100,000 organic social media interactions

• Leading pop-culture influencers Boss Logic, Danger Dolan and Jayden Rodrigues were key ambassadors in terms of maximising awareness throughout the campaign

• Multiple digital publishers in the gaming, film, geek and pop-culture genres ran behind-the-scenes clips and featurettes for Pacific Rim: Uprising in the week of release

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