Overview
DMM lead an influencer campaign to raise awareness for the home entertainment release of Passengers, starring Jennifer Lawrence and Chris Pratt.
Passengers
Strategy
DMM partnered with top YouTube talent to create compelling, shareable content that reinforced the positive consumer sentiment for Passengers. YouTubers, including iJustine, were sent on a private zero gravity flight to experience weightlessness while discussing their review of the Passengers movie.
Results
The campaign generated a total of 11.8M+ branded impressions on Instagram and Twitter over the course of the campaign. Influencers’ videos Resulted in over 1.8M views on YouTube. All videos included links to purchase branded Passengers DVDs boxes.
IJUSTINE – JUSTINE EZARIK
Huge thanks to Passengers Movie for this incredible trip! Get the DVD: http://bit.ly/PassengersMovie2016
NADESHOT – MATTHEW HAAG
Zero Gravity was the craziest experience I’ve ever had. Big thanks to Sony for sponsoring this video and helping me do something like this in my lifetime. Go checkout Passengers on DVD March 14th! http://bit.ly/PassengersMovie2016
FAZE CENSOR – DOUG MARTIN
I had the most amazing weekend sponsored by Sony’s Passengers. Make sure to check out the epic sci-fi action film starring Jennifer Lawrence and Chris Pratt, available NOW! http://bit.ly/PassengersMovie2016
SHAWN JOHNSON EAST
Andrew and I had blast this weekend! This whole experience was sponsored by Sony’s Passengers. Make sure to check out the movie available NOW! http://bit.ly/PassengersMovie2016
YANET GARCIA
I’m Ready ??#zerog #passengersmovie #experiencepassengers @passengersmovie
ANDREW EAST
We were astronauts today!!! @shawnjohnson @passengersmovie #space #zerogravity #passengersmovie #experiencepassengers
11.8M
Branded Impressions
1.8M
Video Views