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%.
To produce this successful engaging content, our mission took us into the heart of Savannah, Georgia with Dwayne Johnson, Kevin Hart, and Al Madrigal during the city’s biggest party weekend of the year – St. Patrick’s Day. We also had to convert a tiny studio space at SCAD into a remote lie detection facility that felt seamlessly integrated with the world of Central Intelligence.
Hours of thorough preparation set us up to capture comedy magic, which is way easier when you are working with seasoned movie stars. We originally made on-air versions for Comedy Central, Spike, and MTV but everyone loved them so much that we created an additional digital extension packed with all the best moments from the integration. We’re excited to have played a small part in promoting this action-packed international hit!