TRAP Global Press Tour

M. Night Shyamalan’s highly anticipated film, TRAP, generated even more buzz with a global press tour spanning 3 continents and 6 countries. By leaning into talent influence and capturing thumb-stopping content, the campaign was able to create hype across social media and amplify major beats like premieres and release.

Overview

In collaboration with Warner Brothers, Digital Media Management helped create a dynamic talent-focused social media campaign for TRAP. Leveraging our expertise in Talent Services, an embed joined the cast and director on a global press tour to strategically activate talent helping to boost TRAP and Warner Brother’s social accounts. With a focus on Instagram Reels and TikTok, the campaign utilized both trending and evergreen content to get fans excited about the newest M. Night Shyamalan movie.

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Global Embed

DMM’s social media content producer was embedded on the tour and focused on capturing content during press stops, screenings, influencer meet and greets, and fan events. In addition to general footage and BTS, our embed was able to grab designated time with talent at every stop capturing opportune content. We amplified the social presence of the cast and director by offering them 24/7 support including collaboration opportunities and tailored content production. We strived to provide fans with content that gave them a behind-the-scenes look at the press tour and talent-focused assets that felt personal. DMM’s creative team used tour footage captured by our embed to create recap videos for each stop. Our embed and creative team approached this campaign with the intention of amplifying TRAP’s messaging by creating original content and getting talent and brand channels involved to increase reach.

Fan Sentiment Drives Promotion

Our campaign was fan-driven aiming to interact and connect with audiences on social. We created social opportunities to bring fans into the conversation by launching a Q+A series with M. Night and Saleka where they could respond to fan-submitted comments and questions with custom videos. By engaging with commenters directly, we were able to include fans in the content we were producing, making them feel like they were a part of the conversation. This also led to more comments and questions on posts as people hoped to get noticed by talent. In addition to our Q+A series, other content took on a life of its own. Our take on the Water Dunking Challenge was met with such positive sentiment that it was continually reposted and reshared on other platforms, boosting visibility and expanding reach. Fans resharing content resulted in enthusiastic responses and more interest in the film. 

Results

The TRAP global press tour social media campaign successfully drove growth and engagement  for Warner Brothers, talent, and Trap accounts across all platforms. 

Our embed posted to the show pages and brand account a total of 46 times, across 4 platforms, garnering over 4.4M views and 92K engagements. Trap’s Instagram follower count grew +134% during the tour and reached 25M accounts, a +151.4% increase from the previous month. The account also engaged 241K accounts, a +102% increase from the previous month. Warner Brothers TikTok account had a +19.9% increase in followers during this time. The most impactful driver of growth was content that featured all talent. The water dunking video garnered 834K views and 48.6K engagements. The premiere recap which featured the full cast reuniting garnered 3.1M views and 26.2K engagements.

Working with Josh Hartnett, M. Night Shyamalan, and Saleka across countless cities allowed DMM to not only create a plethora of engaging social content, but to establish a framework for future global press tours.

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