Digital Media Management was thrilled to partner with Warner Bros as the social media agency for the theatrical release of SHAZAM! Our goal for the social media campaign was to prime fans and general audiences alike for the super hero’s silly and not-so-standard heroic manner, while still establishing him as a powerful member of the new DC Extended Universe. We accomplished this objective through social creatives highlighting SHAZAM!'s powers and strength, while simultaneously showcasing his humor and kind-heartedness.
We worked closely with Warner Bros. to think outside the box of a typical social media campaign, and we achieved new levels of innovation by teaming up with outside talent (Dwayne Johnson and Gal Gadot), tapping into trending topics (e.g. Game of Thrones and Mortal Kombat 11), and pushing the boundaries with our first-person perspective and interactive copy.
Our first goal for the SHAZAM! social media campaign was to introduce new fans to the boy turned superhero. This extensive introduction allowed fans to be part of Billy’s journey, in addition to letting the humor and wit of the story shine through. Our creatives honed in on the film’s comedic elements, the might of SHAZAM’s powers, and the relatability of everyone who’s ever dreamed of being a superhero. After establishing SHAZAM! as a force in the superhero realm, we then focused on showcasing Freddy and SHAZAM!’s fantastic chemistry.
Talent was a huge focus of our social campaign, with an emphasis on introducing Zachary Levi into the DCEU. Our mission on social and during the world tour was to establish Zachary as a fun, new personality amongst our other DCEU star power. Zachary took social media by storm during the international press tour and hit one million followers on Instagram. We also leveraged other stars in the DCEU, including Gal Gadot, Jason Momoa, and Dwayne Johnson (an executive producer on the film) to support Zachary and SHAZAM! from their social platforms.
SHAZAM!’s playful tone allowed us to tap into the cultural zeitgeist and create custom quote videos that tied into the Game of Thrones premiere and the release of Mortal Kombat 11. During the latter half of our campaign, we focused our efforts towards leveraging the incredibly positive reviews and the film’s “Certified Fresh” status on Rotten Tomatoes. These accolades were amplified across all social platforms and we created custom content for talent to promote on their platforms.
Our social campaign generated 81M impressions, 24M in reach, and 3M engagements across Facebook, Twitter and Instagram. We were able to create a successful social media campaign that showcased SHAZAM!’s humor and heart while introducing a never-before-seen superhero experience.
For the SHAZAM! Home Entertainment social media campaign, we partnered with Warner Bros. Home Ent. to develop highly elevated social content that built upon the momentum and the electrifying look and feel of the theatrical campaign. Taking our learnings from the theatrical campaign, we tapped into talent’s chemistry and charming personalities to highlight the additional features that fans could access with the home entertainment release. By focusing our social creatives around fan favorite moments and behind-the-scenes footage, we were able to bring fans back into the SHAZAM! universe and remind them of the heart and humor of the film.