Magic Mike XXL


2015 was all about getting back on the grind, and what better way than to work on Magic Mike XXL. In partnership with Warner Bros., Digital Media Management was thrilled to work on the theatrical campaign for Magic Mike XXL, the follow up to the 2012 hit starring Channing Tatum, Joe Maganiello, and Matt Bomer. MMXXL presented our team with the exorbitantly fun challenge of developing a strategic and innovative campaign that was highly engaging, emotional, and identifiable amongst varying audiences.



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 FairEntertainment 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.


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.