Lyle, Lyle, Crocodile

Giving fans a performance of a lifetime with the heartwarming social campaign for Sony Pictures’ Lyle, Lyle, Crocodile.

Overview

Get ready to sing “Top Of The World” tonight as we hit the stage! Digital Media Management was thrilled to duet with Sony Pictures on the social media campaign for Lyle, Lyle, Crocodile, starring Shawn Mendes, Javier Bardem, and Constance Wu. Our team was tasked with designing social media creatives that introduced fans to the catchy soundtrack, highlighted the spectacular cast, and positioned the film as the must-see theatrical experience with family and friends.

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OBJECTIVES

Knowing that the film is based on a beloved children’s book, our main goal for this campaign was to design social-first creatives that truly brought the story to life. To give them the show-stopping treatment, we took inspiration from Broadway by incorporating several design elements such as light flares, sparkles, theater curtains, and eye-catching fonts. During the pre-release window, we prioritized designing dazzling countdown pieces that gave fans a glimpse into Lyle’s world by leveraging the stellar cast, highlighting snippets of the upbeat soundtrack, and introducing Lyle as a lovable character.

To showcase the rest of the all-star cast, we created TikToks & Reels that showcased the heartwarming family dynamics and inspiring friendships. Since the soundtrack was an integral part of this campaign, we crafted a series of Instagram stories that highlighted several songs that users could either tap through to listen or take their chance at finishing the lyrics to “Top Of The World.” With dynamic creatives that invited fans into Lyle’s big adventures throughout the campaign, you couldn’t help but smile and sing along with him!

RESULTS

There’s no shortage of courage here in Lyle’s uplifting story! By crafting a creative campaign that sang the praises of joy and comedy within the film, we were able to give Lyle the standing ovation he deserves. The film earned a 95% Audience Score on Rotten Tomatoes,  A- CinemaScore, and was crowned Certified Fresh with critics agreeing that “This Crocodile Rocks!”

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