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 aimed to expand awareness of the new series by reaching new viewers, engaging the passionate fanbase of the “Percy Jackson” franchise, and further nurturing a loyal community of dedicated fans. 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 all the right elements to succeed, 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.
Disney's integrated campaign for "Percy Jackson" aimed to demonstrate the series's drama, intensity, humor, and action, while also bringing fans and new viewers alike into the world of the series through many different avenues. Trailers focused on the essence of the journey Percy and his friends undertake, demonstrating his struggles as he works to find his place in a world he doesn't fully understand, and fights to come into his own throughout the course of the series. The trailers also highlight the ways "Percy Jackson and the Olympians" bring viewers into the story's world with incredible special effects and phenomenal casting, making it clear to "Percy Jackson" fans that the series was poised to honor the beloved story, while also demonstrating to newcomers just how thrilling the adventure would be.
On social media, Disney expanded its focus to give fans ways to engage with the series that went well beyond the usual trailers. Behind-the-scenes looks at the series allowed viewers to get closer to the creation of the show, and a focus on the personalities of the cast gave viewers avenues to relate to the series beyond what was on the screen for each episode. Disney expertly leveraged the fun the cast had in creating "Percy Jackson," translating that to the fan community at every opportunity.
Other social posts brought viewers in through elements like quizzes, which allowed them to get closer to the characters of "Percy Jackson," and elevated elements such as interactive posters. The social campaign gave fans more of what they wanted – such as expansions of the story and more information on the series' world and characters – growing the fan community and strengthening it through its relationship with Disney and the "Percy Jackson" cast and crew.
A standout element of the social push was a streaming Watch Party that reinvented DVD commentary for the modern audience. With the stars of "Percy Jackson" on-hand, fans got a first-hand look at the cast and their reactions to the series' premiere, bringing them into the show alongside the cast in a fun and social-first way that turned the "Percy Jackson" experience into something more than watching a series.
Disney Branded Television's campaign was a huge success:
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.
