Activating a Dormant Fan Base

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Percy Jackson: The Lightning Thief the first film of the series, was released in 2010

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Since then, social channels had gone dark…

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Multiple, unmaintained Facebook pages were scattered across several countries

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Despite this, organic fan conversation was continuing, even if the brand wasn’t taking part

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Communities on creative platforms like DeviantART and Tumblr were contributing new content daily

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Here was our golden opportunity to reconnect the Percy Jackson film series with their diehard fans

How did we do it?

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We immersed ourselves in the Percy Jackson fandom, basing our strategy on the characters and scenes they love

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We learned to speak their language and connected with them using the tone of voice and lingo they appreciate

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This came to life in vivid creative content rooted in the Percy Jackson lore

We expanded our presence across all social channels by providing up-to-the minute news

We celebrated the vibrant Percy Jackson community on Tumblr by reblogging their creations and

providing more fuel to spark their creativity

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And gave our fans exclusive access backstage on Instagram

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Engagement-focused activations sparked continual interest in the film, such as…

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In-character channel takeovers

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Fan interviews on Twitter

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Social scavenger hunts across all official channels

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Weekly fan art contests

And “Flock to Unlock” events to release fan-favorite content after a specific number of hashtag mentions

This one drove

24,000 purely organic mentions

of #PercyJackson in a single day!

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So did it work?

Grew social fan base to over

2,000,000 Increasing

audience sevenfold

#PercyJackson was used

190,000 times in just 4 months

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All this buzz created massive spikes in Percy Jackson conversation, leading to

multiple worldwide trending topics the week of release

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Making for a renewed, united and ecstatic fan base who can’t wait for more Percy Jackson films

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