HOW WE SPED SONIC TO THE TOP OF THE CHARTS

HOW WE SPED SONIC TO THE TOP OF THE CHARTS

Marketing Campaign

HOW DO YOU HARNESS A LITTLE BALL OF BLUE SUPER-ENERGY?
YOU... DON'T.

Looking back on it, Sonic and social are kind of meant for each other.

After all, the blue blur moves so fast that if you blink, you might miss him. Same goes for digital, where things move just as quickly. That meant the campaign had one goal — in Sonic's words:

Gotta go fast.

Sonic’s blazing speed and quick-witted humor are beloved by many, but even after decades of games and narratives, that didn’t mean the race ahead didn’t have a few key challenges:

  1. 1) Core fans love Sonic, but how could we expand Sonic to new mass audiences?
  2. 2) What ways could Sonic break the fourth wall and engage fans online, like in the film?
  3. 3) What new and emerging channels could Sonic race into?

Honoring Sonic’s signature speed and tone, the campaign that followed also made the lovable character more approachable through social tactics that prioritized engagement and unexpected partnerships that drove goodwill and and organic interest in the IP.

Sonic The Hedgehog
Client
Paramount Pictures
Project
Sonic The Hedgehog
What We Did
  • Digital
  • Social
  • Video
  • Partnerships
  • Co-Branded Content
  • Mini-Games
  • IG Stunt
  • Strategy

SONIC'S SPRINT TO 1st PLACE:

Sonic raced into theaters, quickly speeding to first-place spot as the highest-grossing video-game movie in U.S. box-office history. Shifting to an earlier-than-expected digital release demanded a modified campaign that didn’t reverse the film’s momentum — and the results proved that nothing slows Sonic down:

Results
  • #1 TOP-PERFORMING FILM across both VOD and DVD releases
  • 3.5MM ORGANIC IMPRESSSIONS across social during campaign window
  • #1 VIDEO ON UNICEF for the full duration of campaign
  • SOCIETAL IMPACT UNICEF views triggered tree planting & healthcare access
  • 2 LIVES SAVED UNICEF views generated meal donations that saved lives
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