“JUMANJI” + DISCOVERY Case Study
We ventured deep into the world of Jumanji to create star-powered entertainment marketing content for TWO massive cross-network initiatives within the Discovery and Viacom universes.
Both of our 360 campaigns leveraged the movie’s celebrity talent in a series of custom vignettes that reached millions of viewers linearly, digitally, and socially.The networks and movie studio got even more out of their marketing content when Dwayne and Kevin posted photos and videos from set, along with our custom vignettes on their social channels, quickly amassing millions of views and engagements to help drive viewers to Sony’s highest-grossing domestic release ever, which reached over $1 billion worldwide.
The networks and movie studio got even more out of their marketing content when Dwayne and Kevin posted photos and videos from set, along with our custom vignettes on their social channels, quickly amassing millions of views and engagements to help drive viewers to Sony’s highest-grossing domestic release ever, which reached over $1 billion worldwide.
Logistics
For Discovery, we built a realistic jungle set from scratch to host a bevy of megastars over the course of several days as Dwayne Johnson, Kevin Hart, Jack Black, and Karen Gillan faced the pitfalls of Jumanji with the help of Discovery’s expert team of talent – Joe Kenda, Dave Salmoni, and Monte Durham. Inspired by the look of the movie, our build included a custom backdrop, tons of live plants, and fabricated props.
For Viacom, we recreated the set of the film to expand the film’s premise with a fun twist. Working around the busy schedules of 9 movie talent, we gave audiences a behind the scenes look at their favorite stars getting into character. We also worked closely with Jumanji’s director Jake Kasdan to ensure we were staying true to the spirit of the movie with our branded content.
Discovery
For one of their biggest branded partnerships of the year, and the first time they’ve combined their network talent on screen with movie talent, Discovery came to us to create entertainment marketing content for the new film in custom vignettes and teases tailor-made for each network’s audience. We worked in tandem with FIVE networks to bring this cross-net vision to life, each with their own unique brand, talent, and voice (Discovery, ID, TLC, Animal Planet, and Science Channel).
Viacom
We sent the stars of Jumanji through a “Teen Boot Camp” to prepare for their roles in a cross-network integration with Viacom.
We partnered with Viacom to bring Dwayne Johnson, Kevin Hart, Jack Black, Nick Jonas, and Karen Gillan together with their younger actor counterparts for a crash course on teen behavior, entertaining audiences across Comedy Central, Nickelodeon, and Nick at Nite.
Viewers first learned about Food Network’s Fantasy Kitchen through a custom spread in Food Network magazine, followed by on-air promos, talent posts, InstaStories, Facebook Live, custom social videos, interactive articles, and shoppable experiences online.
MEASURING SUCCESS
On its way to $1B+ at the global box office, Jumanji: Welcome to the Jungle racked up tens of millions of impressions across Viacom and Discovery’s social channels.
It became Sony’s highest grossing domestic release ever, surpassing “Spiderman” and “Thor: Ragnarok” and pushing their US box office revenue above $1 billion for the first time since 2014.
