Captain America: Civil War
LIVE NEWSROOM
A Real-time battle on your SOCIAL feed
We needed to capture the attention of Southeast Asian millennials on social media, but they were tuning out, fatigued by the influx of brand content on social media. We had to find a way to cut through the clutter for Disney’s latest offering, Marvel’s “Captain America: Civil War.”
We transformed our social department into a live social newsroom and created a hub for real-time content generation and live coverage—creating, delivering, and boosting content for various platforms. This massive undertaking was aided by a pre-event campaign, using superfan competitions and localizations.
Impact
We achieved explosive results for Marvel’s biggest campaign of 2016
288 million impressions
1150+ pieces of content made for 6 southeast asian markets
Marina Bay Sands got twice the number of attendees than expected. The campaign attracted thousands of ecstatic fans and was instrumental to creating countless photobombs with the stars, and endless selfies for legions of fans.
Captain America: Civil War went on to be Disney’s biggest hit for that year.