HOW WE HELPED THE TROLLS GO ON AN EPIC WORLD TOUR

HOW WE HELPED THE TROLLS GO ON AN EPIC WORLD TOUR

Marketing Campaign

SIX MUSIC GENRES. TEN NETWORKS. TWENTY SHOWS. ONE ADORABLY BADASS CAMPAIGN.

From hip-hop to country, Trolls World Tour brings together everyone's most beloved musical genres. But then came an unexpected intermission: due to the spread of COVID19, our campaign faced theatrical closures and a shelter-at-home order, to say the very least.

So how could we help Trolls World Tour release amid a global crisis? By reminding ourselves the one thing at the heart of every great musical performance:

The show must go on.

As a priority for the entire NBCU family of brands, our campaign’s tour through almost two dozen intellectual properties needed to get fans around the world excited for the Trolls franchise’s film encore — all during some of the most trying circumstances in global history:

  1. 1) Integrate into 10 networks authentically, collaborating and supporting teams across the entire NBC Universe
  2. 2) Flexibly pivot from theatrical messaging to an on-demand at home message
  3. 3) Activate core fans of each NBC property by synthesizing Trolls organically into the world and characters of each show
  4. 4) Represent all the Trolls and the film’s six musical genres equally
  5. 5) Stay true to Trolls’ light-hearted, colorful humor amidst tragic events unfolding across the globe

Put simply, this was no normal gig. But 25 campaign beats later, we’d put on one hard-rocking campaign to remember, and sent a record number of viewers to the big show, right from the comfort — and safety — of their living rooms.

Trolls World Tour
Client
NBCUniverseal
Project
Trolls World Tour
What We Did
  • Social Strategy + Ideation
  • Social Media Campaign + Engagement
  • Original Videos, Images, Cinemagraphs
  • Organic and Story Content
  • Copywriting

A RECORD-BREAKING WORLD TOUR

Breaking digital records while rewriting the playbook on theatrical releases, Trolls World Tour executed on all of its “Symphony” goals, connecting natively with fanbases across the NBCU ecosystem to ultimately propel the franchise to a “digital platinum” opening.


A special thanks to our brand and social partners at NBCU, NBC, NBCSports, Universal Kids, E!, Bravo, SyFy, Oxygen, USA, Telemundo, and Universal Studios Orlando and Universal Studios Hollywood, whose partnership helped ensure success during some uncertain times!
Results
  • 25+ Campaign Beats
  • 20+ Unique Show Integrations
  • 10 Network Collaborations
  • #1 ALL-TIME on FandangoNow for pre-orders and digital rentals
  • #1 ALL-TIME Top-grossing at-home release ever for an opening weekend
  • #1 ON ALL ON-DEMAND PLATFORMS including Amazon, Comcast, Apple, Vudu, Google/YouTube, DirecTV
  • $100MM+ in 3 weeks, surpassing a 5-month domestic theatrical run by the first film
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