Everybody loves a good villain, and few are more deliciously evil than Power Rangers’ Rita Repulsa. The character, played by Elizabeth Banks, “took over” the film’s socials, giving the appearance that she had hacked into the official accounts. Custom content was designed with Rita’s point-of-view in mind, highlighting her crude humor and biting commentary. Rita also used this takeover opportunity to list her #RepulsiveMustHave items from Amazon, parodying Oprah’s Favorite Things. The #RepulsaTakesOver initiatives proved to be incredibly successful, resulting in a global Twitter trend and coverage from over 30 online press outlets, including IGN, MTV, and Moviefone. The content reached 10.5 million unique users, and received over 500,000 direct engagements.
The campaign capitalized on the popularity of Facebook’s Live video feature as a tool to debut the trailer, using a custom video to motivate users to engage and participate. In order for fans to view the new trailer, the Facebook Live had to achieve 75,000 reactions for it to be “unlocked.” The live feed was formatted with a progress bar across the screen and as the reactions tallied up, the % increased. Immediately, the campaign was at the forefront of the industry, being the very first movie account to use the Facebook Live feature like this. Not only did this entice fans, it broke the traditional route of debuting content with an innovative concept creating a memorable digital moment in the media. This digital stunt led to record-breaking metrics, with the video reaching over 2.9 million users and achieving 2.3 million engagements. And once again, press devoured the story, raving about the effectiveness of this new content debut method.