Overview
Amazon Prime Video partnered with DMM to handle a high-profile community management campaign to eventize the film’s opening weekend and activate A-list star Chris Pratt’s fanbase.
The Tomorrow War
Transforming the global streaming premiere of the Chris Pratt-led summer blockbuster into a home-viewing hit.
Objectives
From the jump, our community management campaign focused on recruiting fans to join our ranks in the fight for the future. We appealed to sci-fi action fans using a brave and epic voice in our copywriting, while incorporating some of the signature sarcastic humor from the film in our community management for comic relief. We highlighted Chris Pratt as both executive producer and star by engaging with his audience on social and crafting talent-led social opportunities that encouraged conversation amongst his fans, from the first teaser drop through launch weekend. The week of launch, we collaborated with DMM’s talent services team to capture and post live red carpet coverage from the premiere with the cast, producers and invited influencers. We also supported live activations during the launch week globally by promoting and sharing the experiential stunts on socials. On launch day, The Tomorrow War Twitter handle led a watch party that created conversation amongst the Amazon Prime Video brand handle, talent, influencers and fans alike.
Results
On launch day, The Tomorrow War was the #11 trend in the U.S. during our Twitter Watch Party. From the first post of the campaign through one week post-launch, we garnered 12.4M organic impressions and 485K engagements through our native socials alone. Finally, The Tomorrow War was announced as the #1 streaming movie in the U.S. over the July 4th opening weekend.
12.4M
impressions
485K
engagements
#1
streaming movie opening weekend