Who the f#ck is Peacemaker?! By the start of the tv series’ first season on HBO Max, everyone now knows. We set out to solidify the superhero from a relatively unknown side character in the Suicide Squad film to a leading persona you can’t miss both on screen and on your feeds.
From Suicide Squad’s theatrical release in summer 2021 through to Peacemaker’s series premiere on January 2022, our goal was to introduce Peacemaker as the man behind the helmet, utilize creative storytelling to explore the new world of the anti-hero and his ragtag team by building on the world of the series.
Through leveraging the ensemble cast including John Cena and creator James Gunn, we grew the fandom of DC enthusiasts and entertainment fans by taking a fan-first approach to all social activations and content experiences: giving fans VIP access to all activations and events, exclusive releases on social platforms, and unparalleled access to cast and crew.
Our loyal crew of followers got to see first drop exclusives like key art and teaser clips, as well as contribute questions to a Q&A with John Cena and creator James Gunn.
Once the series launched, we continued to bring the peace in powerful ways with engaging content pieces including highlight scene clips, dynamic creatives, stirring conversation, and a community management strategy that kicks a$$.
We aren’t just a show account driving tune in and promotional messaging, we’re obviously an account driving peace.
It didn’t take long for folks to start jumping on board the Peace Train. Our social accounts accumulated 148.7K total followers BEFORE the show premiered, and currently sits at more than 275K total followers and growing. Since August 2021, we’ve increased our overall followers by 1066% and by mid-February 2022, Peacemaker earned the #1 slot on Variety’s Trending TV chart.
Our always-on, always peaceful community management strategy coupled with bada$$ creative captured the attention of fans and haters alike, leading to more than 752M+ impressions and 7.4M+ engagements across title page posts to date.
We also went larger than life (and larger Peacemaker’s triceps) on original activations like:
Promoting a special toll-free hotline that let fans eavesdrop on a Task Force X meeting as part of New York Comic Con;
Surprising cosplay influencers with John Cena at San Diego Comic Con, with several TikToks from the event garnering over 1M views in 24 hours and with reposts to IG accounts like Sportscenter and Bleacher Report;
#ArbitratorOfPeace, where we brought the peace to Premiere Day to help settle more than 50 fans’ petty quarrels live on Twitter;
Weekly Twitter Watch Parties, where we live tweet each episode alongside James Gunn, the cast, HBOMax, DCComics and fans. The event’s hashtag #PeacemakerParty trended at #1 overall during the final Peacemaker Party.
At the end of the day, it’s clear that Peacemaker’s presence on social is unlike any superhero before – but then again, he isn’t just ANY superhero. He’s the f#cking best.