Digital Media Management partned with 6 action & adventure content creators, each with a particular niche and specialized area of influence, who have a large and engaged audience online, to positively and creatively generate awareness of the film while encouraging their fans to go see it. The campaign and its custom created content lived on Facebook, Twitter, Instagram, Vine, YouTube, and gaming platform, Twitch.
In the weeks leading up to the release of Gods of Egypt, social influencers created and shared one custom piece of Gods of Egypt inspired content, relevant to their particular area of influence. There were two influencers per targeted area of influence (Makeup, Fitness, Gaming) and each pair utilized their designated platform/s to successfully engage with their different audiences.
To appeal to a relevant female audience, special effects artists and YouTube sensations creatively took-on characters from the film for Gods of Egypt inspired makeup looks. Content was published on Instagram and YouTube.
To appeal to a relevant male audience, popular fitness buffs and professional athletes flexed their muscles and showed how they reach for the gods through training, sports, and challenges. Content was published on Facebook, Twitter, and YouTube.
To promote the Gods of Egypt desktop and mobile game, popular gamers played the game alongside friends, fans, and the gaming community. Content was published on Vine and gaming platform, Twitch.
On the day of the film's release, all participating social influencers shouted-out the film's release, by posting on Instagram and driving their fans/followers to go see the movie.
Content sentiment across all influencer posts was predominantly positive (much more positive than official campaign content). Over 11M were reached organically and the posts received 976K+ engagements. The campaign increased views of the official trailer and grew followers of the official film's Instagram account.