Test: Landing page
After nearly a decade of working on the Transformers franchise, Substance teamed up with Paramount Pictures to roll out an explosive integrated campaign, encompassing an insights-driven international creative, a fully-branded pre-premiere event Here's what we did...
Beasts | Substance Global
We focused on bringing to life the 90's era inspired action packed scenes featured in the film, showcasing the Primals up front, appreciating past Transformer properties but making it stand out on it’s own.
We created a social toolkit of international assets, focussing on the stella reviews. We also created recap videos for the London and Mexico City premieres using media line, B-roll and stills captured at the events.
All content created was packaged up and delivered to Paramount Intl to distribute to global markets with 14 different territories posting our content. This reached a potential (combined) following of 2.6M.
Action Edit
Our team were on the ground at the European premiere to create more exciting and engaging content for Paramount UK's owned channels . Our live content capture and red carpet interviews allowed fans to experience all the fun and action from the event across Facebook, Twitter, Instagram and TikTok all on the night.
We worked with strategically selected influencers with a primary UK audience, to boost the local campaign across social.
Select content creators were given talent access at the UK junket as well as invites to the premiere, encouraging them to share their red carpet moments across social channels. For platform-specific activity, we worked with TikTok influencers to spread awareness of the Optimus Prime TTS feature on TikTok and recruited 4 petfluencers to push the use of a TikTok AR lens, which transformed your pets into Autobots.
In total, across gifted and paid activations, we got 63 influencer posts (56 gifted, 7 paid) across Instagram, Twitter and TikTok from 15 influencers with a potential combined reach of 18.3M.
