PopShorts wanted to create a unique social experience for FOX Theatrical for its new action thriller, Hitman: Agent 47. They really wanted to emphasis how big of an action flick the movie was going to be through an original execution and steer away from run of the mill influencer endorsements.
After running through the trailer...
Adam Gausepohl and the PopShorts creative team had a plan, to have social media influencers re-create stunts from the film. Who better than to have former JackAss star Stephen "Steve-O" Glover and Scotty Sire participate in the madness. The following are examples from the campaign:
PopShorts Production
As a content production and technology company, PopShorts uses a proprietary database to select influencers for activations based upon a brand affinity score. For all activations, a PopShorts representative works with the talent to produce the perfect shot. In this case, a well crafted Instagram photo of Scotty ready to take on the stunts was in the cards.
Going the Extra Mile
I teamed up w/ my buddies from Fox to do stunts from #Agent47 on Snapchat. Check the trailer: https://t.co/lRgdAvN9mG pic.twitter.com/aHuVQ25CEg
— Steve-O (@steveo) August 7, 2015
In order to truly wow the influencers audiences, drive stronger engagement, and pay respect to the high intensity of the Hitman film, PopShorts enlisted a full crew in order to capture the perfect shot. In this case, the perfect shot consisted of Scotty throwing Steve-O through a window :)
The campaign was an instant social success. To sum it up PopShorts:
KPI'S
Snapchat
Expected Views: 5,600,000
Delivered Views: 7,360,000
% of total goal: 131%
Twitter
Expected Reach: 1,164,113
Delivered Reach: 1,295,000
% of total goal: 111%
Instagram
Expected Reach: 52,300
Delivered Reach: 298,000
% of total goal: 570%
Abstractly, this campaign showed us that 10 pieces of content could receive over 640k+ views each all within a 24 hr period!
