A wild, irreverent social campaign for the hit HBO Max Original Series, Peacemaker, from creator James Gunn.


Who the F#CK is Peacemaker?! With the launch of the TV show Peacemaker, Digital Media Management (DMM) partnered with HBO Max on a social media marketing campaign to transform “that guy who did THAT thing” in The Suicide Squad into a leading persona that can’t be ignored no matter how hard you try... and a lot of people tried.



Peace always starts with a plan, and in the lead up to premiere, we grew the fandom of DC enthusiasts and entertainment fans by giving them VIP access to all social activations, exclusive releases and unparalleled access to talent. Our carefully crafted, in-world voice and tone allowed Peacemaker to speak for himself, catching the attention of fans and foes alike – even creator James Gunn began requesting that we draft tweets on his behalf. Once the series launched on streaming, we continued to bring the peace in powerful ways through engaging content including dynamic creatives that highlighted the ensemble cast, show clips that balanced action with heart and a community management strategy that (peacefully) kicked a$$. Fans especially loved the weekly Twitter Watch Parties, hosted alongside James Gunn, the cast and fellow DMM partner DC Comics. 

DMM’s Influencer Team strategically sourced creators to participate in a combination of activations, including a YouTube livestream with James Gunn, an experience at San Diego Comic-Con alongside John Cena, and custom TikTok and Instagram content ultimately designed to drive excitement over the series’ streaming release. Content partners included DC fans, John Cena fans, general comic-book culture fans, and cosplayers who all had an organic affinity for this genre of show. The genre being “Really Good Shows.” These different content beats drove more than 16M impressions across platforms.


In roughly six months, the Peacemaker social media accounts grew by over 1066%, generating 752M+ impressions and 7.4M+ engagements across Twitter, Instagram and Facebook. During its finale week, Peacemaker blew the competition away, trending at #1 on Twitter and nabbing the top slot on Variety’s Trending TV Show Chart. But we didn’t stop there: the social media campaign was also recognized as a finalist in four Shorty Awards categories, winning first place in the Overall Twitter Presence category and receiving a Bronze Distinction in the Television category. At the end of the day, it’s clear that Peacemaker’s presence on social media is unlike any superhero before – but then again, he’s unlike any other superhero. Who else could get a hug from an eagle?