Based on Disney-Hyperion’s best-selling book series by award-winning author Rick Riordan, "Percy Jackson and the Olympians" is a Disney+ Original series that tells the fantastical story of a 12-year-old modern demigod, Percy Jackson, who's just coming to terms with his newfound divine powers when the sky god Zeus accuses him of stealing his master lightning bolt. With help from his friends Grover and Annabeth, Percy must embark on an adventure of a lifetime to find it and restore order to Olympus.
Disney Branded Television looked to boost engagement, drive viewers to the show, and continue to cultivate a community of dedicated fans with its behind-the-scenes Cast Watch Party video. Shared across multiple social platforms, the video was meant to create organic promotion through social media sharing, while also providing additional content to fans to reward their dedication and to increase the excitement of the community by bringing them one-of-a-kind looks at the show and its cast.
To create the perfect watch party, Disney Branded Television customized a set where the three leads of "Percy Jackson and the Olympians" — Walker Scobell, Leah Jeffries, and Aryan Simhadri — could relax and enjoy the show while sharing their behind-the-scenes experiences, answering fan questions, and having a few snacks. The video focuses on giving fans an opportunity to spend some time with the cast as they let loose, while also providing a deeper look at the creation of the series.
The Watch Party allowed viewers a chance to connect with the cast's personalities, with a few fascinating questions both about their relationships, their favorite "Percy Jackson" moments, and their great hair. It also rewarded fans with exclusive, one-of-a-kind content that allowed Disney Branded Television to further build the community around "Percy Jackson" and to engage fans and multiple levels beyond the streaming series.
Editing made sure to prioritize a mix of informative moments that could provide fans with deeper insight into the characters, story, and creation of "Percy Jackson and the Olympians", alongside off-the-cuff laughs that gave fans a better sense of the people bringing the characters they love to life.
Disney Branded Television posted the video on multiple platforms, including TikTok, YouTube, and Instagram, to maximize its reach among different segments of the "Percy Jackson" audience. The shareable video was made for breakout, memeable posts, and drove conversation about the show online across multiple platforms.
Disney's "Percy Jackson and the Olympians" Watch Party video was a success across all platforms in engaging fans and developing organic growth on social media. It helped build excitement for the series, while also contributing to the conversation among the community:
The posts also received a high degree of fan engagement. The YouTube video saw nearly 1,200 comments, the TikTok post earned nearly 800 comments, and there were approximately 4,200 comments across the Instagram posts. The Watch Party video resonated with fans with funny moments and plenty of insights, enhancing the community's enjoyment of the show and encouraging them to discuss and share.
The social videos helped "Percy Jackson and the Olympians" to a record-breaking premiere on Disney+ and Hulu, with 13.3 million viewers over its first six days.
