Gearing up to Peacemaker’s HBO Max debut on January 13th, 2022, the goal was to excite the target audience, increase overall awareness, and build social chatter around the new HBO Max show.
Leverage superhero-hub, San Diego Comic Con, as a unique destination to connect creators with Peacemaker himself, John Cena.
Integrate Peacemaker’s legendary cast and creator into the influencer creative to build valuable branded content that engages the superhero fandom, and invites potential new audience to engage and tune-in.
Showcase the Peacemaker trailer through unique influencer content integration on Twitch and Youtube, building anticipation and excitement leading up to the series premiere.
To celebrate the new HBO Max hit Peacemaker, we leveraged the opportunity to partner John with nine influencers who are superhero superfans. To promote the upcoming series, we invited nine influencers to San Diego Comic-Con where John was set to appear. The influencers were not told in advance of John’s attendance and had the chance to collaborate, build unique content, and the results were f#$ing epic.
We took it a step further and brought in legendary director and Peacemaker creator, James Gunn, for a special Q&A with influencer Matt Ramos, where superfans had a chance to ask questions about the upcoming series, driving insane conversation and excitement.
Lastly, to heighten awareness and excitement in the final days prior to the series premiere on HBO Max, influencer Nate Hill hosted a Twitch takeover on 1/9, showcasing the trailer, sharing thoughts and POV, and mobilizing the potential fandom to tune-in. By tapping into Twitch’s loyal and engaged audience of gamers, superhero fans, and cosplayers, we were able to continue to build Peacemaker’s fandom and garner meaningful chatter leading up to the premiere.
11 influencers drove over 17 million impressions across TikTok, Twitch, YouTube, and Instagram.
Several videos of the John Cena collab went viral on TikTok with over 1M views in 24 hours and with reposts to IG accounts like Sportscenter and Bleacher Report.
Sportscenter repost of this TikTok received 8M views
Nate Hill’s Twitch collaboration was the most viewed video on the platform on the day it aired, garnering over 21K peak viewers during the live.
YouTube livestream resulted in earned press coverage from ScreenRant
Instagram engagement rate average was a whopping 19%
TikTok creator partnerships drove nearly 5M impressions.