To ignite fan excitement for the latest film from the John Wick universe, Ballerina, we partnered with Lionsgate to create a trailer debut that turned passive viewing into active participation by turning up the heat - literally.
We launched a first-of-its-kind interactive livestream for fans to engage together to gain access to exclusive drops and the highly anticipated trailer, which happened to be playing on a TV encased inside a massive block of ice. And the only way to reveal it was to melt the iceblock using a real flamethrower, controlled by the live chat. Viewers fueled the flame meter with flame emojis and when it would hit 100% it would activate the flamethrower. Once the ice block came crashing down the trailer premiered live.
The experience streamed simultaneously across multiple platforms, including the film’s star Ana de Armas’s official Instagram account, allowing fans around the world to participate live. Powered by Loop’s proprietary real-time interactive technology, the stunt transformed the trailer release into a communal challenge, with fans working together to unlock the moment while winning prizes along the way.
The livestream generated more than 3.5 million impressions, over 650,000 live viewers and 160,000 live interactions, delivering a high-impact, community-driven premiere that amplified anticipation and set the tone for Ballerina as a bold new chapter in the John Wick universe.
