Following a breakout first season, Percy Jackson and the Olympians returned with Season 2, expanding its mythological universe and raising the stakes for our beloved demigods. Inspired by the world of Rick Riordan and the high-seas adventure of The Sea of Monsters, our objective was to evolve the franchise from hit adaptation to global cultural force.
Season 2 introduced new threats, deeper emotional arcs, and fan-favorite characters, giving us the opportunity to scale both story and spectacle. Our campaign aimed to match that ambition, transforming the return to Camp Half-Blood into a worldwide event.
We focused on three pillars: immerse fans into Percy’s world, character-driven storytelling, and make an impact in Gen Z culture and spaces. Through international premieres, immersive experiences, social-first creative, and premium A/V, we built momentum from first tease to finale. The goal was not only to drive viewership, but to deepen fandom — empowering audiences to align with cabins, champion their favorite demigods, and participate in the mythology in real time.
By blending cinematic scale with authentic fan connection, we positioned Season 2 as a defining chapter for the franchise and a flagship moment for streaming.
To position the series as a cornerstone franchise for Disney+, we launched a fully integrated 360° global campaign designed to feel as epic as the quest itself.
The international tour hit Los Angeles, London, Madrid, and New York City — transforming each stop into a mythological celebration with blue-carpet arrivals, immersive installations, and live social amplification.
The tour culminated in a spectacular panel at CCXP in Brazil, where Percy fans dominated the convention floor, generating massive crowd energy, press coverage, and social buzz that extended far beyond the event itself.
Season 2 expanded its ensemble and our creative followed. In addition to Percy, Annabeth, and Grover, we spotlighted demigods, Tyson and Clarisse through character posters, short-form videos, and interactive social memes and moments. Character themed content fueled organic sharing and community participation.
Prophecy-driven teasers, sea-inspired visuals, creator collaborations, and high-impact A/V placements sustained momentum from announcement through finale. Weekly episodic drops were supported with character content, fan prompts, and reactive social storytelling to maintain conversation.
Season 2 delivered standout performance for Disney Branded Television — driving record engagement, follower growth, and hashtag dominance.
Engagement & Growth (July 2025 – January 2026)
Social Impact
The global premiere tour fueled international press and sustained buzz, while character-led storytelling — including strong fan response for our ensemble of demigods, powered consistent weekly conversation.
Season 2 expanded the franchise’s global footprint, strengthened fandom loyalty, and solidified its place at the center of the streaming conversation.
