TURNING ALIEN CHESTBURSTERS INTO CHEST-BURSTING ADORATION

TURNING ALIEN CHESTBURSTERS INTO CHEST-BURSTING ADORATION

Marketing and Social Campaigns

ALIENS OWN SPACE. NEXT UP? THE SOCIAL MEDIA SPACE.

As the Alien Universe quickly approached its 40th Anniversary, Armed Mind was tasked with crafting video, website, and social campaigns for Alien: Covenant and stewardship over the Alien IP with a badass-ness worthy of Ellen Ripley.
 
To create campaigns that could span new releases and beyond (without putting fans into cryosleep), we knew we had to go where no man, android, or xenomorph had gone before.
 
Taking a cue from the Xenomorphs themselves, we took over each channel, immediately immersing fan fans into a barrage of tactics -- slow burn short-films, a YouTube Studios Influencer series, and enough jumpscares and nostalgic looks back to deliver a campaign as calibrated for core fans hungry for lore as new ones ready to discover it.

Call them “sister species,” but our work on Alien: Covanant and the Alien social channels demanded different strategies due to the different window the overall IP found itself in during each campaign:

ALIEN: COVENANT:

  • 1) Drive ownership interest in the Prometheus prequel amongst core and lapsed fans
  • 2) Catalyze chatter through organic earned reach
  • 3) Bring David’s Lab to life through digital and video activations at YouTube Studios

ALIEN FRANCHISE:

  • 1) Continue to generate fan growth and engagement, despite no new major theatrical releases
  • 2) Drive engagement for two audiences: long-time fan experts in lore, as well as first-time newcomers
  • 3) Sustain brand by authentically rooting all content in the Alien IP’s voice, tone, and visual ID

While tough eggs to crack*, we approached each of these challenges through tailor-made strategies and content beats that celebrated the Alien franchise through social-savvy tactics that colonized fans new and old in ways any Xenomorph would appreciate.

*Thankfully, none of those eggs had Facehuggers inside them.
Alien Franchise Social Campaign
Client
Fox Franchise
Project
Alien Franchise Social Campaign
What We Did
  • Branding and Strategy
  • Campaign Ideation
  • Social and Digital Content
  • Original Video Content
  • Cinemagraphs
  • Original Short Film
  • Influencer Campaign
  • Fan UGC
  • Website Content
  • Social Stunts and Takeovers
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