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Celebrating the masterminds behind 2024’s entertainment hits
The entertainment industry is a dynamic landscape, constantly evolving with new trends and groundbreaking marketing strategies. This year, the spotlight shines on the creative minds behind some of the most talked-about movies, TV shows, and albums. From innovative street activations to leveraging social media influencers, these industry leaders have set new benchmarks in entertainment marketing.
Pioneers in film and TV marketing
Disney Entertainment Television’s creative campaigns
Shannon Ryan, Erin Weir, and Aaron Goldman from Disney Entertainment Television have been at the forefront of innovative marketing. For the third season of Abbott Elementary, they transformed a vehicle into a giant lunchbox, delivering goodie bags to teachers across 18 states. This not only served as a mobile billboard but also reinforced their commitment to supporting educators, a core theme since the show’s inception.
For The Golden Bachelor, the team focused on real-world activations, such as turning the seats of the Hollywood Bowl gold. They also targeted the show’s mature audience with over 200 screenings in retirement communities and partnerships with more than 30 brands offering senior discounts.
Hulu’s influencer-driven strategy
Brittany Mehciz and her team at Hulu have mastered the art of leveraging social media for show promotions. For the fifth season of The Kardashians, they focused on simple clips with strong sound potential for user-generated content (UGC). This strategy involved collaborating with over 280 creators on 33 different influencer campaigns.
Similarly, for the fourth season of Only Murders in the Building, they utilized behind-the-scenes clips and paid social campaigns to reach untapped audiences. This approach ensured that returning shows continued to attract new viewers.
HBO/Max’s global spectacle
The HBO/Max team, including Zach Enterlin, Pia Barlow, Anthony Mauro, Mark Doumet, and Michael Hagos, launched a spectacular campaign for the second season of House of the Dragon. The “Raise Your Banner” campaign saw landmarks worldwide, including the Eiffel Tower, adorned with CGI banners representing the show’s fictional factions. In New York City, real banners were raised at iconic locations like Rockefeller Center and Grand Central Terminal. The highlight was a 270-foot inflatable dragon wrapped around the Empire State Building, making House of the Dragon a must-watch event.
Lionsgate’s immersive experience
Dani Otero and her team at Lionsgate created a buzz for The Hunger Games: A Ballad of Songbirds and Snakes with a cross-platform activation in Times Square. The event featured an 80-person choir singing “The Hanging Tree,” an interactive billboard directing people to the movie’s TikTok channel, and live appearances by cast members Tom Blythe and Rachel Zegler. This immersive experience captivated audiences and generated significant online engagement.
Neon’s enigmatic approach
Christian Parkes at Neon took a unique approach to marketing Longlegs, starring Nicolas Cage. The trailers teased Cage’s serial killer character by showing only glimpses of him, creating an air of mystery. This strategy built anticipation and ensured that audiences were eager to see the full reveal in theaters.
Netflix’s real-world engagement
Shelly Gillyard, Josh Simon, and Maya Brooks at Netflix brought Bridgerton into the real world with live activations like “The Queen’s Ball,” staged in 11 cities globally. They also engaged fans online with TikTok and Instagram filters and partnered with lifestyle brands such as Bath & Body Works and Williams Sonoma. This multi-faceted approach allowed fans to immerse themselves in the romantic world of Bridgerton.
Paramount’s viral tactics
Tamar Teifeld, Evan Fisk, and Brandon Nichols at Paramount used a viral tactic to promote the movie adaptation of the Mean Girls musical. They posted the original 2004 film on TikTok for 24 hours, generating organic buzz from over 60 brand accounts. This set the stage for a successful trailer launch and on-site activations at TikTok’s inaugural In the Mix music fest.
Universal’s family-friendly focus
Universal, led by Sam Bergen, David O’Connor, Mike Vollman, Claire-Marie Murphy, Suzanne Cole, and Thomas Beatty, continued to dominate the family entertainment sector. Following the success of Super Mario Bros., they launched innovative campaigns for Kung Fu Panda 4 and Despicable Me 4. These campaigns leveraged the franchise’s popularity among Gen Z, ensuring continued engagement and box office success.
The future of entertainment marketing
The strategies employed by these industry leaders highlight the importance of creativity, audience engagement, and leveraging new platforms. As the entertainment landscape continues to evolve, these pioneers set the standard for future marketing campaigns.
Did you enjoy this article? Share it on your social channels and let us know your thoughts! Don’t miss out on the latest updates! Follow us on social media to stay informed about the newest releases.# The rise of digital marketing in entertainment: A deep dive
The “Gentleminions” phenomenon and its impact
In 2022, the “Gentleminions” trend took the internet by storm, with thousands of young men donning suits to attend screenings of Minions: The Rise of Gru. This viral sensation contributed significantly to the film’s impressive $950 million global box office earnings. The marketing team cleverly capitalized on this trend by featuring Serbian basketball player Nikola Jovic, who was humorously dubbed a doppelganger for Gru, in a TV spot alongside the Minions.
DreamWorks Animation’s innovative digital strategies
DreamWorks Animation has been at the forefront of leveraging digital platforms to engage audiences. One notable initiative was their collaboration with Roblox, a user-generated content (UGC) gaming platform that boasts billions of impressions from kids and young adults. Additionally, they ventured into unexpected verticals like wellness on YouTube, hosting a four-hour guided meditation and breathwork class with Po, the titular Panda from Kung Fu Panda. This event attracted over 600,000 viewers, showcasing the power of cross-genre marketing.
Peacock’s dynamic content strategy
Peacock’s reality competition show Love Island Season 6 delivered six episodes a week, keeping viewers on their toes with unpredictable twists. Shannon Willet, Chief Marketing Officer, emphasized the importance of real-time content capture and social media amplification. This strategy also played a crucial role in the success of The Traitors, which won an Emmy. Memes and viral moments, such as contestant Robert Rausch’s resemblance to the Minion character Kevin, were key to their social media strategy.
Sony Pictures Entertainment’s collaborative approach
The marketing team at Sony Pictures Entertainment (SPE) for Anyone But You received significant support from the film’s stars, Glen Powell and Sydney Sweeney. The duo actively participated in brainstorming sessions, recorded behind-the-scenes footage, and created engaging TikTok videos, including an ASMR pick-up lines clip that garnered over 24.4 million views. Danielle Misher, Co-head of Global Theatrical Marketing, highlighted the importance of showcasing the stars’ chemistry to entice audiences to theaters.
Disney’s targeted campaign for “Inside Out 2”
For Inside Out 2, Disney’s marketing team focused on Millennial and Gen-Z audiences. They crafted a campaign that emphasized the film’s themes of growing up, featuring custom digital content with the film’s nine emotions. The campaign extended to Snapchat and TikTok lenses, an in-game experience in Fortnite, and real-world activations like “need a lift?” billboards and “emotional baggage” airport signage. These efforts aimed to create a cohesive and immersive experience for fans.
Warner Bros. Discovery’s promotional strategies for “Dune 2″ and ”Beetlejuice Beetlejuice”
The release of Dune: Part 2 saw Warner Bros. Discovery capturing the cast at premieres and events, sharing the content on TikTok to create a sense of active social media presence. For Beetlejuice Beetlejuice, the team leveraged brand partnerships and an immersive “Afterlife Experience” in Hollywood to generate buzz. This approach allowed for numerous earned media opportunities with influencers, enhancing the film’s visibility.
Gaming industry’s innovative marketing tactics
2K’s influencer-driven strategy
Zak Armitage, GM of NBA 2K at 2K, emphasized the importance of engaging gaming influencers for NBA 2K25. By inviting over 100 influencers to preview the game at the Basketball Hall of Fame, they inspired content creation and community engagement. This strategy allowed the game to reach a wider audience through authentic and relatable content.
Activision’s cryptic campaign for “Call of Duty: Black Ops 6”
Activision’s “The Truth Lies” campaign for Call of Duty: Black Ops 6 featured a series of cryptic trailers and a fake news van roaming New York City. This campaign created a buzz by alluding to government conspiracies and even tricked reporters into investigating a fake defacing of Mt. Rushmore. Tyler Bahl, Senior VP & Global Head of Marketing, highlighted the campaign’s success in generating pre-release excitement.
Electronic Arts’ community-driven marketing
David Tinson, Chief Marketing Officer at Electronic Arts, focused on community-driven marketing for EA Sports College Football 25 and Madden NFL 24. Initiatives like the “Gameday Showcase” on Twitch and “The Madden Cruiser” bus tour engaged fans and content creators, fostering a positive and interactive community.
Epic’s record-breaking virtual event
Epic celebrated the launch of new modes for Fortnite with “The Big Bang,” a virtual event featuring rapper Eminem in avatar form. This event attracted 6.38 million viewers on Twitch, setting a single-day record for the platform. Epic continues to engage fans with bespoke Fortnite environments, keeping the game fresh and exciting.
Did you enjoy this article? Share it on your social channels and let us know your thoughts! Don’t miss out on the latest updates! Follow us on social media to stay informed about the newest releases.# A deep dive into the latest marketing strategies in the gaming industry
Nintendo’s masterstroke with “The Legend of Zelda: Tears of the Kingdom”
Devon Pritchard, Executive VP of Marketing, Sales & Communications at Nintendo, and her team have demonstrated a masterclass in long-term marketing strategy with their campaign for “The Legend of Zelda: Tears of the Kingdom”. This latest installment in the iconic franchise, which began in 1986, saw its first teaser trailer released back in 2019. The anticipation was carefully nurtured over the years through a series of fan engagement activities, including fan art and cosplay contests, collaborations with digital influencers, and the release of limited-edition merchandise.
As the 2023 release date approached, Nintendo ramped up their efforts with pop-up stores in various cities and a companion smartphone app, ensuring that the excitement reached a fever pitch. The results speak for themselves: by June 2024, the game, exclusive to Nintendo’s Switch platform, had sold over 20.8 million copies. This success underscores the importance of sustained engagement and strategic planning in the gaming industry.
Sony Interactive Entertainment’s high-profile campaigns
Eric Lempel, Senior VP and Head of Marketing, Sales, and Business Operations at Sony Interactive Entertainment, spearheaded a high-profile marketing campaign for “Spider-Man 2”. The campaign was as dynamic as the game’s skyscraper-swinging hero, featuring subway train wraps, major brand partnerships with Adidas and Warby Parker, and activations in 20 countries. Notably, the campaign included takeovers of iconic locations like Times Square in New York and the Sphere in Las Vegas.
In contrast, the marketing strategy for “Helldivers 2” was more subdued, focusing on an online strategy highlighted by a livestream event that garnered 26 million views. This was supplemented by merchandise such as hoodies and t-shirts featuring fan-favorite catchphrases. Lempel noted, “We thought the ‘Helldivers 2’ community is perfect for that type of ‘if you know, you know’ approach to licensed merchandise.” This dual approach showcases Sony’s ability to tailor their marketing strategies to the unique characteristics of each game and its audience.
Square Enix’s dual release challenge
John Heinecke, Chief Publishing Officer at Square Enix, faced the unique challenge of marketing two major titles within the same year: “Final Fantasy XVI” and “Final Fantasy VII: Rebirth”. This marked the first time Square Enix released two numbered titles in such close succession. To differentiate the two while maintaining the essence of the “Final Fantasy” brand, the marketing campaigns included timed trailer drops starting three and a half years before the releases, partnerships with a wide range of gaming influencers, and convention appearances by voice actors Ben Starr, Cody Christian, and Matt Mercer.
A highlight of the campaign was a live performance of the song “No Promises to Keep” from “Rebirth” by Loren Allred at The Game Awards. This multifaceted approach ensured that both games received the attention they deserved while reinforcing the brand’s legacy.
WB Games’ mixed fortunes
WB Games experienced a year of highs and lows in 2023. The company achieved significant success with “Hogwarts Legacy”, a Harry Potter prequel role-playing game that sold over 22 million copies. However, the release of “Suicide Squad: Kill the Justice League” in January led to a 41% drop in revenue year-over-year in Q1, reflecting its comparatively low sales. Additionally, the free-to-play mobile game “Mortal Kombat: Onslaught”, released in October 2023, underperformed and was announced to be shut down in July.
Amidst these challenges, WB Games made a strategic move by hiring Melissa Bell from competitor 2K, known for titles like “NBA 2K” and “BioShock”, as their new marketing chief in May. This decision highlights WB Games’ commitment to revitalizing their marketing strategies and addressing the challenges they face in a competitive market.
Conclusion
The gaming industry continues to evolve, with companies employing diverse and innovative marketing strategies to capture the attention of their audiences. From Nintendo’s long-term engagement tactics to Sony’s high-profile campaigns and Square Enix’s dual release challenge, each company showcases unique approaches to marketing their titles. WB Games’ mixed fortunes underscore the importance of adaptability and strategic hiring in navigating the industry’s ups and downs.
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