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 raise awareness of the new series both among new viewers and the huge, dedicated fanbase of the "Percy Jackson" books and movies. It also knew it needed to demonstrate the strength of the series to "Percy Jackson" die-hards, who know the stories well and want to see them realized on-screen with phenomenal casting and amazing special effects that do the books justice.
With a book series as beloved as "Percy Jackson and the Olympians," Disney Branded Television knew that earning the trust of an already engaged fan base was crucial to growing audiences. Disney also knew its "Percy Jackson and the Olympians" series had the goods, with excellent performances, great casting, and special effects that would bring the action-packed story of Percy, Grover, and Annabeth's quest to life in a way fans had never seen before.
To build excitement for the streaming series among fans of the books and new viewers, Disney Branded Television created a series of intense, powerful promos. Disney aimed to leverage exciting moments and intense stakes in the "Percy Jackson" story, while also giving a sense of the personal journey Percy and his friends have to undertake as they fight to find their place in a world they don't fully understand. Disney's promos focus on the critical praise the show has received, the incredible special effects that bring the powers of the Greek gods to life, and the emotional story that unfolds as Percy and his friends embark on their quest.
Disney Branded Television's trailer campaign was a major success in bringing "Percy Jackson and the Olympians" to new viewers and exciting longtime fans about the new take on the beloved story and characters. Across social media, the trailers garnered more than 101.6 million views.
The trailers 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.
