Percy Jackson (20th Century Fox)
The Challenge
To promote the release of the movie “Percy Jackson and the Sea of Monsters” to the teenage and young adult audience, as well as fans of sagas, with a low cost and high goal of selling 2 million tickets, maximizing the return on investment.
Strategy
Work on social media in partnership with opinion leaders of this audience.
Creation of the National Day of Half-Bloods.
Local events in 13 capital cities of the country, gathering more than 2,000 people.
Promotion of the National Day of Half-Bloods on social media with the help of the largest pages and blogs related to the subject, and also through a fictional character created especially for the campaign.
Result
The campaign reached over 30 million people.
The National Day became a worldwide Trending Topic, being the second most talked about subject in the world during August 10th (and first place in Brazil).
The movie debuted in first place at the box office, maintaining the position for two consecutive weeks, selling over 2 million and 100 thousand tickets.