HOW WE RELEASED TERMINATOR UPON THE DIGITAL WORLD

HOW WE RELEASED TERMINATOR UPON THE DIGITAL WORLD

Marketing Campaign

A NEW BREED OF TACTICAL TERMINATORS. A NEW BREED OF TACTICAL THINKING.

T-800, meet Rev-9.

Terminator: Dark Fate introduces viewers to a new generation of heroes and threats, all while keeping the nostalgia high for fans of the original films.

The result? A campaign that required enough tactics to make even the most seasoned of Terminators blush.

The Rev-9 Terminator arrived in Terminator: Dark Fate as the most advanced and lethal threat in franchise history. But the new model wasn’t the only formidable threat facing Sarah Connor and her allies. Our campaign had to:

  1. 1) Attract lapsed fans while drawing in new ones through content that opens up the franchise
  2. 2) Drive reach by partnering with new types of influencers on organic content with utility for viewers
  3. 3) Forge unexpected partnerships to cross-pollenate into untapped fanbases
  4. 4) Promote facets of the film that could energize genre and core fans alike

Mission parameters clear, we acquired our partnership and content targets and set out to forge a home entertainment campaign that could rally fans who might’ve missed the film in theaters, while reinvigorating the franchise. Here’s the after-action report.

Terminator: Dark Fate
Client
Paramount Pictures
Project
Terminator: Dark Fate
What We Did
  • Social Hero Content
  • Video Infographic
  • Influencer Campaign
  • Branded Partnership Stunt

TARGETS: ACQUIRED

From social media breakdowns to real-life training exercises all the way to a sassy, talking weather-bot, Terminator: Dark Fate’s home entertainment campaign took the DVD to the #1 spot during its opening weekend — proving the Rev-9 to be just as formidable an opponent in real life as it is on screen.

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