To create a truly memorable crash-landing campaign for FX’s Alien: Earth, the FX Social Media team developed a multi-phase marketing campaign that honored the Alien mythos while also priming fans for a fresh and exciting take on the franchise.
The first phase of the campaign launched with a custom-shot series giving viewers a first-person look at the Weyland-Yutani ship through the eyes of its resident cat. Packaged within in-world mailers and sent to influencers ahead of wide release, each drove a mountain of engagement as fans picked apart every frame for clues.
For the next phase, the social team partnered with FX’s world-class design team to create a jaw dropping video that placed the Maginot’s crash landing directly in our world. The social-forward video—released as multiple versions and featuring various landmarks—drove directly to in-person “Crash Events” that fans could visit across the globe.
The storytelling continued even further as fans inched closer to premiere. FX deployed a series of custom in-world videos that gave viewers a look at the show’s titular villains, Ms. Yutani and Boy Kavalier. Partnering with sci-fi focused press outlets, these videos allowed fans to peek into the nefarious plans of both corporate titans.
Once in-season, FX deployed a steady drumbeat of custom BTS videos, ranging from in-depth tours of the show’s sets to more fun pieces, such as viral video of a Xenomorph wearing a pair of Adidas Sambas
The end result was a fanbase brimming with excitement. Overall video views were truly "out-of-this-world" with engagements reflecting the fever pitch of conversation throughout the show's eight episode season. At the conclusion of the campaign fans were left eagerly awaiting the show's second season, and no doubt looking over their shoulder for any sign of a Xenomorph coming for their necks.
