Magic Mike XXL

Objectives

One of the goals of the Magic Mike XXL campaign was to leverage key moments in pop culture, creating a social narrative that relied more on the zeitgeist than the film’s plot. The most successful example of this was our Star Wars parody graphic for May 4th (aka “Star Wars Day”). We replicated one of the original 1977 Star Wars posters using the MMXXL key art, giving them all the “Force” they could ever want. The poster was picked up by numerous major outlets, including Vanity Fair, Entertainment Weekly, and Glamour.

In addition to management of socials, DM2Mwas on hand for events surrounding the film such as the MMXXL theater tour, the MMXXL float at the LA Pride parade, and the film’s Los Angeles red carpet premiere. Surrounding the film’s theatrical release, we designed specific creatives such as GIFs and social videos for each talent member of the film that they could share socially amongst their fan base.

Results

Magic Mike XXL was a hit for fans all over the world, with many taking to their social accounts expressing their love for the franchise and how many times they had seen the film so far. In the weeks following the film’s debut, we continued ticketing efforts with a mini-campaign of “bringing the summer heat inside” to encourage fans to watch the movie with their friends in the theaters to escape the summer heat outside. The magic was back in full force and we were incredibly honored to work on this consistently fun campaign from beginning to end.