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Special Project

Special Project
From the 14th Annual Shorty Awards

Peacemaker: Peaceful Partnerships

Entered in Multi-Platform Partnership

About this entry

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.

Why does this entry deserve to win?

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.



Video for Peacemaker: Peaceful Partnerships

Entrant Company / Organization Name

Digital Media Management, HBO Max