THE BLUE BLUR WAS BACK.
And after all the fun we had on the first campaign for Sonic The Hedgehog, we knew our second go-around with the iconic blue speedster had to keep pace.
Here's how we laced up our shoes, leveled up our chili dog game, and recruited some new partners across digital and social for another record-breaking run.
Though Sonic had returned with some new friends (and some familiar enemies), he’d also arrived with higher expectations after a record-breaking first campaign.
The race was on, and our goals were clear:
- 1) Showcase Sonic’s unique action, humor, and family-friendliness
- 2) Highlight the franchise’s history and nostalgia for core fans
- 3) Celebrate speed-centric content in buzzworthy and authentic ways
The result: a blend of snackable social content, partnerships, and news-worthy stunts that brought Sonic off the big screen and into the real world, helping to score another round of sales records at a pace Sonic could appreciate.
Client Paramount Pictures
Project Sonic the Hedgehog 2
What We Did
- Digital Content + Collabs
- Influencer Content
- Social Content
- Digital Stunt
A SUPERSONIC FOCUS ON STORY
Sonic 2 brought fan-favorite characters from the game into the film franchise for the first time, and we followed suit, bringing them to life on social. This included comping Tails in his famous biplane, skywriting above IRL cityscapes, and a series of fake "news" headline posts that tracked Sonic and Tails' journey across the world—and the plot of the film.
CHILI DOG SCIENCE
To activate Sonic amongst both film and gaming fans, we approached the high-profile streamer MatPat (3MM reach), who boasts a unique overlap amongst both audiences. Together, we got to the bottom of Sonic's love of chili dogs by calculating exactly how many Sonic would really need to eat if he tried to break the sound barrier IRL.
VISION OF A GENIUS
What better way to get in the head of Sonic's iconic villain than... poking around his Pinterest?! A stranded Dr. Robotnik took vision boarding to a whole new level with his own curated Pinterest boards, perfect for collecting all his brilliant ideas and inspiration for the latest plot to take down his speedy nemesis.
EX-HENCHMAN FOR HIRE
Fans love engaging with Sonic's story in unique and authentic ways. Given his boss had been jettisoned from the planet in the last film, we helped Robotnik's favorite henchman and barista, Agent Stone, launch his own LinkedIn to look for job prospects—and greatly amuse the fans. Not only was his resume colorful, but it was loaded with easter eggs, too.
Before it was a film, Sonic was a game. Celebrating this heritage natively on social, we helped fans test their own speed abilities with an innovative Instagram Story "tap game" featuring Sonic's newest friend in the film: Knuckles. Using the tapping function on IG Story, fans trained their punching skills as the iconic red echidna.