PHASE II (RELEASE)
MI6’s reach extends across the globe, with our first mission launching in the U.K., the U.S., India, LATAM, and beyond.
As we expanded our fanbase, we coordinated largely with Sony, IMDbTV and their global streaming and cable television partners to amplify their premieres through rigorous community management. By actively sharing and engaging with our partners’ posts, we were able to leverage their reach and drive fans to our own pages. Our partners returned the favor by sharing content that we created across their own pages as well. Geo-targeting played a key role in our global amplification strategy, allowing us to segment our content on Facebook and hone in on specific territories for their respective releases. Altogether, our coordination for each launch enabled a warm welcome to agents everywhere.
As our agents began their first mission, we made sure talent welcomed them as well by calling out the cast and creators where possible in post copy to encourage engagement. We found that book series author Anthony Horowitz and fan-favorite Brenock O’Connor were the most active on our pages, so we focused our efforts on utilizing their reach.
Given the global nature of the show, we made sure to craft relatable, action-packed, and above all, engaging content that catered to all audiences throughout release. Since our fans are always looking for more intel and action, we tapped into their readiness to engage by creating gamified content and assets that incorporated calls to action.
We leaned heavily into the platform algorithm by experimenting with carousels of episodic stills and maximizing stories, while also utilizing a variety of fan-focused content. We sourced fan cams, cursed fan art, and featured characters and dynamics that our fans were buzzing about. By keeping a pulse on the conversation, our fans felt heard and seen, making this campaign truly made for the fans.