“CENTRAL INTELLIGENCE” + VELOCITY Case Study
We searched for the truth about Central Intelligence in this cross-network, multi-platform campaign with Viacom’s Velocity team.
Branded content works to generate theatrical buzz. Period. In one week, literally MILLIONS of video completions (over 2M) on social networks, over 12.5M initial impressions, over 20M through shared and organic content. Snapchat: On Comedy Central 1.1M+ views, on MTV 1.2M+ views with completion rates on the extended content at over 42%.
Objective
Produce a cross-network content campaign promoting Warner Brothers’ new action comedy Central Intelligence across multiple platforms including linear on Comedy Central, Spike, and MTV, as well as Viacom’s digital and social outlets.
Logistics
With only limited access to Dwayne Johnson and Kevin Hart during their busy press junket, our production team still managed to convert a tiny studio space into a full-fledged interrogation room and shoot plenty of footage to create on-air and longer extended versions of the content.
MEASURING SUCCESS
Branded content works to generate theatrical buzz. Period. In one week, literally MILLIONS of video completions (over 2M) on social networks, over 12.5M initial impressions, over 20M through shared and organic content.
Snapchat: On Comedy Central 1.1M+ views, on MTV 1.2M+ views with completion rates on the extended content at over 42%.
