Our task was to help Marvel's Runaways become a must-see entertainment event by positioning it as a show for both Marvel fans and fans of teen dramas. Due to the innovative release strategy, the campaign also had to transition from the binge-able launch of three episodes in to a weekly episodic release.
Marvel's Runaways is based upon a popular comic series, so the first task was to introduce fans to the up-and-coming cast playing the beloved characters. To accomplish this, we combined custom cast content with footage from the series to highlight their genuine chemistry while diving into character backstory and teasing the upcoming drama. In the next phase of content, we delved deeper into the narrative of the series and explored the themes in relatable terms. There is a large internal struggle our heroes go through as they come to grips with the idea that their parents are evil that the campaign levered into common, universal themes of teen angst at a critical point in young adulthood. Lastly, we used key moments of drama from the series to pose important questions that left the audience desperate for the next episode.
The metrics for the Marvel's Runaways Social Campaign were absolutely outstanding across all social channels. Fans loved the series, and the social campaign kept them engaged and provided a forum to talk about their love of the show.
Consistent double digit engagement across Facebook and Instagram, with benchmark smashing averages over the life of the campaign on all platforms.
