THE PREDATOR INTRODUCED SOME NEW FRIENDS — AND MADE A BUNCH OF NEW FANS
A vicious new Super Predator. A litter of new homicidal Predator puppies. Our support of The Predator couldn't just reintroduce fans to one of the world's most revered action properties – it also had to introduce a few of the Predator's newest pals.
From 1987 to 2018 – and now, Arnold Schwarzenegger to Boyd Holbrook – Predators have enjoyed hunting expeditions on our humble planet. Despite decades of success, the franchise set out to reinvent itself with a bold new cast and slate of Predator protagonists. That left us with a few challenges:
- 1) Galvanize interest amongst lapsed core fans
- 2) Catalyze buzz with a new generation of action fans
- 3) Drive interest in the Super Predator and a new slate of lore
Reinvigorating the campaign’s home entertainment window, our social campaign aimed to do what the movie did, mixing not only the classic and modern, but the badass and quirky. 3D calls-to-action. Quirky, unexpected quizzes. Lore-driven deep-dives into Super Predators’ equipment, skills, and strategies.
And maybe best of all?
A pet adoption spoof that had to be seen to be believed.
Client Fox Home Entertainment
Project Predator Home Entertainment Campaign
What We Did
- Quiz + UGC
- Animated Infographics
- Instagram UGC Challenge
- Facebook 3D Photo
THE "LOST DOG" SPOOF
Even the perfect killing machine needs help finding its lost pet now and then. Our faux "lost dog" poster and video viral campaign reminded fans there's nothing more heartwarming than a reunion with man's best friend – unless, of course, said extraterrestrial puppy has a taste for flesh! In addition to posting actual "Lost Dog" signs on telephone poles and on social, the ads' URL provided a surprise and delight moment, leading core fans to custom bonus content about the Predator Dogs.
TALE OF THE TAPE INFOGRAPHICS
A highlight of the film was sizing up the differences between the iconic Predator and the powerful new Super Predator. In the style of a special-ops mission briefing, we created dynamic infographics using both movie and test footage from the filmmakers, breaking down the strengths and fighting styles of both hunters and delivering fans new and old with authentic lore to fuel debates – as well as interest in the film.
FACEBOOK 3D PHOTO
For a hunter who can blend into any environment, we wanted to produce the opposite for The Predator's release date, crafting a 3D photo that would explode off news feeds and stop scrollers in their tracks.
THE PREDATOR HANDSHAKE CHALLENGE
In the world of The Predator, calling someone a "Son of a Bitch" is quite literally a term of endearment. So we challenged fans on Instagram to recreate the iconic moment between Arnold Schwarzennger and Carl Weathers by giving us their best "Dutch and Dillon" moments through a custom set of GIF Stickers that we uploaded through GIPHY and activated via IG Story UGC Challenge. Fans took it from there, inserting new sets of arms on their own and posting the hilarious results.
SUPER PREDATOR IRL
With awareness at a fever pitch, we decided to go out into the real world to find evidence of Predators all around us. Launching with a dog who sounded just like The Predator, we asked fans to send in their own proof of Predators IRL. Engaging fans new and old, the resulting UGC was as funny as it was a reminder of The Predator as a pop-culture phenomenon.
"CAN YOU SURVIVE?" QUIZ
Any fan has asked themselves what would happen if they came face to face with the Predator. We designed an interactive quiz for social to finally provide some closure on how fans would fare, with sharable results provided fans with a laugh -- or some well-earned bragging rights.
Channeling the Predator, we stayed on the offensive all campaign long, releasing a steady barrage of posts across Facebook, Instagram, and Twitter, capitalizing on holidays and memes to connect with the newest film's comedic voice.