DMM joined forces with Netflix for an intergalactic social media campaign for one of the biggest films of the year, Rebel Moon - Part One: A Child of Fire.
From the mind of Zack Snyder, Rebel Moon is a passion project 30 years in the making. For this campaign, our goal was to introduce this brand new universe to audiences through immersive creatives and a tone of voice that mirrored the infectious energy of fan-driven pages.
To kick off the social campaign, we debuted the film’s key art on Instagram by taking over the grid and separating the poster into 12 smaller pieces. As Snyder is known for having amazing visuals in his films, we maintained a beautiful, stylized Instagram grid up to the film’s release and to keep everything cohesive, added an overlay that complemented the movie’s futuristic color palette.
Our tone of voice on the Rebel Moon handles transported followers into Snyder’s epic universe through in-world vocabulary and dialogue directly from the script, making it feel as though we were recruiting the fans to join us in the fight. While not strictly an in-world account, we were also able to align with the Netflix brand’s established TOV to celebrate Zack Synder and the cast.
Before the official release, Snyder and the cast went on an international tour to promote the film, which included stops in São Paulo, Mexico City, London, Tokyo, and Los Angeles. To bring fans along for the tour on social, we updated the platform bios and customized our Instagram Stories to match each location, even translating the post copy to match the language of the country. The international tour also gave us the chance to collaborate and engage with Netflix’s global social media pages, which further amplified our campaign’s reach.
As we got closer to the official launch, Netflix surprised fans by announcing that the film would come out one day earlier. We produced a social video for the big announcement, and as the date approached, we hyped up fans with bold countdown assets to build excitement for the epic saga.
As our spaceship made its final descent to viewers across Earth, the Rebel Moon accounts received almost 145 million impressions on Instagram and X/Twitter over the course of the campaign for Part One. Rebel Moon held the top spot on Netflix worldwide for two weeks during the busy holiday season, garnering an impressive 34 million viewers between Christmas and New Year’s. Our efforts have helped to build a loyal fan base eagerly anticipating the release of Rebel Moon – Part Two: The Scargiver.
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