In Limitless with Chris Hemsworth, Chris takes on a series of extreme challenges guided by experts, to learn how to live a healthier, longer life. The second season, Limitless: Live Better Now, ups the ante with new challenges, new science, and even more Chris. For the Limitless: Live Better Now social campaign, we aimed to re-engage Season 1 audiences to reintroduce the hit show, as well as reach new audiences through strategic collaborations. We incorporated learnings from season one as well as new social platforms and creative opportunities, to maximize reach, video views, and engagement, with the ultimate goal of driving viewership to the show on Disney+.
We created a content plan that included leveraging the full National Geographic/Disney social ecosystem as well as talent. While the campaign anchored primarily around Chris’s experiences, we also created custom content for fans of adventure, exploration, science and popular culture to distribute across platforms. We started with a trailer collaboration with Chris, Ed Sheeran, Nat Geo, and Disney+, which became Nat Geo’s most-watched trailer of all time.
We worked closely with Chris Hemsworth’s team to ensure that the content felt authentic to his accounts, where his audience drove the most engagement. As the Limitless: Live Better Now premiere neared, we encouraged viewers to catch up on season one by repackaging some of the series’ most talked-about moments into trending formats, like “Probably needed a hug, went for an Arctic swim instead.” For the world premiere in London, we put together a content plan in collaboration with Chris’s team, our international team in the UK, and ad sales team, to raise awareness and excitement with live event coverage, exclusive behind the scenes access, as well as custom talent-led content to use throughout the campaign.
For the premiere and streaming phases of the campaign, we collaborated with a number of different partners to strategically distribute content, including a rare record-breaking carousel with ESPN, custom content shot with Chris, and a collab with Ed Sheeran. We created a fun montage with footage from Limitless and Thor that was posted by Chris and Marvel accounts. We posted clips highlighting key moments of the show that would spark engagement from audiences, including interactive educational games, relatable emotional and humorous moments with Chris, and thrilling adventures. This collaborative strategy could be challenging at times since it resulted in a complicated production and approval process, but ultimately paid off.
The campaign resulted in 318M impressions, 241m video views, and 5.9m engagements. 95% of comments on the posts were positive or neutral. A majority of posts surpassed engagement benchmarks. Social posts drove a high click through rate to stream the series on Disney+. We were able to learn and build on the success of this campaign to inform future projects.
