The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 12th Annual Shorty Awards

Rambo: Last Blood Home Entertainment Social Campaign

Entered in Entertainment

About this entry

Lionsgate Home Entertainment needed social creative to help promote awareness around the Digital and 4K Ultra HD, Blu-ray & DVD release of Rambo: Last Blood. The goal was to position Rambo: Last Blood as the final chapter of the legendary Rambo franchise and to position Rambo as an iconic hero while emphasizing the thrilling action and vengeance angle without being too bloody or gory to turn off audiences. With a holiday release timing, it was also important to create at least one holiday piece that would resonate with audiences and have them talking.

Why does this entry deserve to win?

With few assets to work with, a short timeline and limited budget, we had to maximize the effect our creative would have on the audience. Also, knowing that Sylvester Stallone would have approval on all posts, our creative had to be stellar. With this in mind, we approached the creative with specific objectives for each type of content to hit the key pillars of our campaign and to drive awareness for the home entertainment release of this iconic final chapter. Our countdowns played off the action/explosions in the movie, blowing up the countdown copy to draw users’ attention to when the movie would be available to own. To address the holiday timing, we spoofed the iconic holiday themed movie spots in Rambo vengeance style and fans were thrilled to see Rambo in the holiday spirit as only Rambo can. Disruptive posts were designed to interrupt the user’s feed on social and delight fans by breaking the fourth wall. Paid social media posts took advantage of the Instagram and Facebook story feeds to allow fans to interact with the brand. Additional pieces focused on the iconic Rambo figure and key elements of the storyline. In addition to the creative, we also wrote all of the post copy and managed the posting of the content and the community management, monitoring performance to determine best post times and optimal copy.


The entire campaign was designed and delivered in a staggered delivery over the course of a few weeks. The fans loved the content on social and our creative performed in the top 20%+ of all posts on the Rambo franchise social pages of all time. The majority of the posts we created were in the top 5% percent of the best performing creative, especially on Facebook. We exceeded all KPIs for the franchise and made the experience stress free for the client by delivering ahead of our milestones to ensure enough time for Sylvester Stallone to approve. Overall, the Rambo: Last Blood campaign turned out to be one of the most successful social campaigns of 2019 for Lionsgate Home Entertainment.


Entrant Company / Organization Name

Stampede Studios, Lionsgate Home Entertainment Digital Marketing