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 excite viewers for the new series and to capture the attention of "Percy Jackson" fans with an eye-catching out-of-home campaign that also captured the incredible scope of the adventure.
With "Percy Jackson and the Olympians," Disney knew it needed to step up its out-of-home campaign to match the scope of the adventure story it was telling. That led Disney to find a way to mix traditional, static OOH media with dynamic, exciting ads that better fit the intensity of "Percy Jackson."
In the fall of 2023, the Demigods descended upon Manhattan and Los Angeles with Disney's electrifying digital OOH campaign to promote the premiere "Percy Jackson and the Olympians." Disney used multiple digital billboards in tandem to capture the power of the series, demonstrating the excitement of the adventure and showing how "Percy Jackson" couldn't be contained in a single billboard.
Zeus' lightning bolt bursts through a 3D anamorphic billboard to illuminate busy intersections, a tidal wave looms large over our hero in animated, dynamic wrap-around ads, and the incredible cast of gods, monsters, and heroic mortals is unveiled in a comprehensive out-of-home campaign. Each video billboard and venue is tailored to tell a dynamic story and best utilize the space and features of the surface to grab the attention of passersby and entice them with an electrifying visual experience.
The campaign 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.
