Utilizing Gerard Butler’s star power, we created custom social media assets for his social accounts to promote the film. Additionally, we wrote scripts for his content capture day, which included Gerard giving facts about Submarines, and simple call to action countdowns for ticket sales. Our Submarine facts became our number one performer on Instagram. Talent specific content strategies were also created for our other notable stars Common, Linda Cardellini and Zane Holtz.
To tailor to our younger audience demo, we created gamified social content to showcase certain tests that sailors must pass in order to be in the Navy. Using a mix of auditory, visual, and memory prompts, we put our fans to the test — and they were definitely up for the challenge!
To get fans even more excited for Hunter Killer’s release, we created morse code assets that went out across our social platforms and generated an impressive 169K impressions. This activation allowed our military and non-military fans to use their skills to decode a message which revealed our final trailer was dropping the following day.
US Navy Involvement
The Navy’s involvement in this film was right from the start and before the script was even written. To tout this, we used behind-the-scenes assets and interviews to showcase the Navy’s level of involvement and authenticity it brought to the film. We created assets that explained what a Hunter Killer is, while also supporting an in-world site that allowed them to explore the Virginia Class Submarine.