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Percy Jackson: Sea of Monsters case study
- 1. Activating a Dormant Fan Base social we are
- 2. Percy Jackson: The Lightning Thief the first film of the series, was released in 2010 social we are
- 3. Since then, social channels had gone dark… social we are
- 4. Multiple, unmaintained Facebook pages were scattered across several countries social we are
- 5. Despite this, organic fan conversation was continuing, even if the brand wasn’t taking part social we are
- 6. Communities on creative platforms like DeviantART and Tumblr were contributing new content daily social we are
- 7. Here was our golden opportunity to reconnect the Percy Jackson film series with their diehard fans How did we do it? social we are
- 8. We immersed ourselves in the Percy Jackson fandom, basing our strategy on the characters and scenes they love social we are
- 9. We learned to speak their language and connected with them using the tone of voice and lingo they appreciate social we are
- 10. This came to life in vivid creative content rooted in the Percy Jackson lore
- 11. We expanded our presence across all social channels by providing up-to-the minute news
- 12. We celebrated the vibrant Percy Jackson community on Tumblr by reblogging their creations and providing more fuel to spark their creativity social we are
- 13. And gave our fans exclusive access backstage on Instagram social we are
- 14. Engagement-focused activations sparked continual interest in the film, such as… social we are
- 16. Fan interviews on Twitter social we are
- 17. Social scavenger hunts across all official channels social we are
- 18. Weekly fan art contests
- 19. And “Flock to Unlock” events to release fan-favorite content after a specific number of hashtag mentions This one drove 24,000 purely organic mentions of #PercyJackson in a single day! social we are
- 20. So did it work? Grew social fan base to over 2,000,000 Increasing audience sevenfold #PercyJackson was used 190,000 times in just 4 months social we are
- 21. All this buzz created massive spikes in Percy Jackson conversation, leading to multiple worldwide trending topics the week of release social we are
- 22. Making for a renewed, united and ecstatic fan base who can’t wait for more Percy Jackson films social we are