“Welcome to the Jungle” Case Study

We ventured deep into the world of Jumanji to create star-powered theatrical marketing content for TWO massive cross-network initiatives within the Discovery and Viacom universes.

We worked in tandem with five Discovery 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), becoming the first time they’ve combined their network talent on screen with movie talent.

DISCOVERY CROSS-NET CAMPAIGN

WE BUILT A JUNGLE.

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.

BEHIND-THE-SCENES WITH VIACOM

We sent the stars of Jumanji through a “Teen Boot Camp” with their younger actor counterparts to prepare for their body-switching roles in a cross-network integration with Viacom, entertaining audiences across Comedy Central, Nickelodeon, and Nick at Nite.

CELEBRITY BOOST ON SOCIAL

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.

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.

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JUMANJI: THE NEXT LEVEL

After helping Discovery and Sony create an award-winning theatrical marketing campaign for Jumanji: Welcome to the Jungle, we teamed up again to promote the sequel with Dwayne Johnson, Kevin Hart, Jack Black, Karen Gillan, and Awkwafina. We worked closely with the network and studio to develop the creative and produce a series of vignettes for a custom stunt night featuring the cast members taking a deeper look at Naked and Afraid, Gold Rush, and Alaska: The Last Frontier and giving their unfiltered opinions.