The Meg 2: The Trench Influencer Campaign

Strategy

For all three campaigns, Digital Media Management (DMM) employed a comprehensive strategy to maximize engagement and excitement. To kick off the trailer release, DMM orchestrated securing 2 artists, 2 VFX creators, and 2 comedy influencers who crafted unique shark-themed content for TikTok and IG Reels. This content not only encouraged viewers to watch the new Meg 2 trailer but also urged them to share their enthusiasm for the return of Meg. 

Moving on to the premiere, DMM extended its approach by enlisting 2 man-on-the-street interviewers, 3 VFX creators, and 3 ocean life enthusiasts. Together, they produced original Megalodon-related content for TikTok and IG Reels, creating a significant buzz around the upcoming Meg 2 premiere and prompting followers to secure their tickets. Notably, Davis Burleson’s man-on-the-street content was captured live at the Meg 2 Santa Monica Pier activation. 

For the screenings themselves, DMM leveraged its affinity-focused Creator Lab platform alongside other influencer discovery tools. The outcome was the identification and invitation of over 500 devoted movie fans across the four markets (LA, Miami, Philly, Vegas). DMM managed event logistics and communication with prospective attendees and ensured seamless coordination. In a testament to their commitment, a team member was also present on-site at the LA event to provide invaluable support.

Results

To promote the trailer release in May 2023, 6 creators, with a combined social reach of 25.3M followers, posted 22 pieces of contracted and added value content, resulting in 620K+ organic views, 36.5K+ engagements, and a strong 6% engagement rate. 

To promote the in-theater movie premiere in August, 8 creators, with a combined social reach of 28.6M+ followers, posted 13 pieces of contracted content, resulting in 14.7M+ organic views, 742K+ organic engagements, and a 5% organic engagement rate. DMM managed a $10,000 paid media spend to boost the 8 TikTok videos, resulting in an additional 3.2M views and 5.7K engagements with an efficient $3 CPM. The combined paid and organic metrics total 18M views and 748K+ engagements.

Overall, the two-part influencer campaign amassed 18.6M+ views and 784K+ engagements.  

In addition to the creator-produced content across TikTok and Instagram, DMM supported Warner Bros. in securing 81 RSVPs to the Los Angeles, Miami, Philadelphia, and Las Vegas Dive-In early access water screenings. The four screenings resulted in 151 earned pieces of content including 134 IG story frames, 11 IG in-feed posts, 5 TikTok videos, and 1 Facebook post.