Teenage Mutant Ninja Turtles

Objectives

To kick the TMNT campaign off to a great start trailer views within the first week reached 31.4 million. Four character weapon posters were then released on Tumblr to keep the engagement flowing. Along with the posters, we commissioned GIFs, art, video and impactful image sets that housed the page proving to be fan favorites. We timed the Gifs to launch at the exact moment they launched on Twitter, giving fans a new experience on the platform that would lead to performance 10x the entertainment benchmark. We then initiated a flock-to-unlock, by which fans hashtagged their favorite Turtle to unlock their respective character poster. Users rallied behind #TeamLeonardo, #TeamDonatello, #TeamMichelangelo, and #TeamRaphael to get their favorite turtles poster revealed first. Upon unlocking all four posters, the exclusive 2^nd trailer was revealed on a secret website for the fans who voted could see first, before the trailer went wide.

We then teamed up with Pizza Hut to further promote TMNT at the San Diego Comic Con in a program where fans were encouraged to Tweet using #PizzaHutTMNT to receive a free slice of pizza along with an exclusive collectable pizza box. Users received a VIP direct message giving them a password and location of the pizza. The initiative produced thousands and thousands of tweets which led to the boxes and slices being completely sold out.

Throughout the duration of the campaign, we leveraged the film's talent and their network reach. Megan Fox participated in sharing customized film content that we created especially for social such as social call outs, BTS imagery, and trailer support to her 54 million Facebook fans. On Twitter, Will Arnett played up a lighter tone sharing fun editorial partnership pieces and interacting with fans excited about the film.

To further enhance this unique campaign, fans were provided TMNT masks at four major MLB games around the country. Competition sparked when fans were told that an early hometown screening would be provided to the city that uploaded the most imagery under the hashtag #TMNT and their city. The TMNT in all of us clearly ignited as crowds of people tweeted themselves wearing their masks proudly. With a staggering amount of imagery uploads and engagement, Los Angeles took home the win.

Also capitalizing on the popularity of the masks, we introduced TMNT yourself on the official movie page where users could upload a picture and personalize it with their favorite TMNT mask. Once images were uploaded, we asked fans to use the hashtag #TMNTMovie to promote sharing across social channels. Throughout the entirety of the campaign, we were able to unite the Turtles with their fans through the use of ninja social media skills. The film took its claim to justice with its $65 Million opening and over $190 Million Domestic take.