HOW WE INVITED FANS BACK TO THE COLOSSEUM
Marketing Campaign
STRENGTH AND HONOR
Sixteen years after the events of the first film, Gladiator was back.
In that time, Rome wasn't the only thing that changed. In the two decades since the first film won 5 Academy Awards, the Colosseum's gates were opening to a new digital ecosystem.
To target fans new and old, our campaign not only had to connect back to the revered franchise’s Roman roots but activate what made this new film a true epic — which not only meant the Gladiators, but the Colosseum that housed them.
Our legion of tactics were built on a few key strategies:
- 1) Pay tribute to Gladiator’s legacy where our younger audiences congregates
- 2) Eventize the campaign via 1st-ever partnerships that honor the film’s scale
- 3) Team up with talent to drive pop-culture moments that generate engagement
Client Paramount Pictures
Project Gladiator
What We Did
- Strategy + Ideation
- Campaign + Engagement
- Influencer Collabs
- Partnership Activations
- Livestream Event
- Social Content
- Copywriting
GLADIATOR X CIVILIZATION
With both iconic franchises launching in the same window, we approached Civilization VII about a collab with Gladiator II. After all, both titles have something in common — they send their fans back to ancient Rome.
Forming The Alliance
Gladiator and Civilization are franchises rooted in history, and both boast global fandom.
In partnership with our clients at both 2K and Paramount, we set out to bring these two iconic franchises together by integrating into Civ's World Summit Livestream in Germany.
Gladiator integrated deeply into the influencer-led multiplayer showdown and tournament, including hosting a "Gladiator II Senate" and delivering the event's grand-prize: a once-in-a-lifetime grand prize trip to Rome.
A Roman Adventure
Gladiator II gave the winner a prize worthy of an Emperor: a 3-day trip to Rome!
The lucky champion went on to access underground chambers of the Colosseum, train with historical combat experts, ride horseback through archaeological areas, and test their skills in an archery workshop.
The Gladiator II Senate
Adding a wrinkle to the livestreamed gameplay, contestants could break from the competition to the Gladiator-branded "Senate." There, stakes were raised, deals were struck, and terms were bartered — all under Gladiator's senatorial banner.
Roman Rugby
During a press event, Gladiator II's Paul Mescal likened his favorite Rugby players to 'modern gladiators.'
We swiftly transformed this off-the-cuff moment into a social media partnership with his favorite squad, the Irish Rugby team, extending the campaign and connecting with fans abroad with a short-form social video asset junket that showcased his answer while he visited the team.
BUILDING THE COLOSSEUM
Gladiator II rebuilt the Colosseum and for National Lego Day, we set out to do the same — with a twist.
Constructing 2 Colosseums
Working with Lego master All New Bricks, we built a first-ever: a complete Colosseum. As the retail Lego set is the modern stadium in ruins, we procured two sets so that our creator could create the world's first-ever full replica.
The Water Scene
An iconic scene in the new film is when the Colosseum fills with water — and then boats, sharks, and more! We did the same, filling our Lego Colosseum with water and ships, recreating the iconic scene fans loved from the film.
Combat Comedy
Of course, we couldn't do all this work with Legos without having a little fun! As a bumper on the asset, fans were treated to an animated Gladiator combat vignette — a comedic end to National Lego Day's trip back in time.
