Ultron Takeover
DIGITAL CAMPAIGN
Making a villain invade the internet
Our task was to build anticipation and engagement. To do that, we developed an idea to instill a sense of intrigue and foreboding about the film’s super-villain, Ultron.
We made Ultron hack the Internet—ominous glowing eyes and file loading glitches appeared in random content on Facebook and Instagram.
Progressive changes in Marvel profile picture on Facebook as weeks passed.
Ultron’s message became threatening each day, while Community Managers engaged with fans to build the intrigue.
Fans began writing in infected messages.
Ultron’s infection was amplified with paid Youtube and Facebook media buys with other Disney brands such as Star Wars and Disney Channel, and with partners including Hasbro, Samsung, and Subway. Re-targeting exposed target audiences to different pieces of hacked content daily.
31 social influencers produced their own daily Ultron-infected content to address broader fan communities. The final day eventually revealed the Avengers interception of Ultron across all content and channels, drawing attention back to the movie.
IMPACT
186 million moviegoers reached across ASEAN, equating to 16m engagements or an 8.6% engagement rate
Outperformed Facebook targets by 25%
Marvel’s fan base grew by 56%. Fans championed the campaign; scrambling their own posts, and blogging to reveal Ultron’s devious plan. The buzz on Twitter reached 2 billion impressions.
The total value of the campaign was estimated to represent several million dollars in Media Equivalent Value, resulting in a campaign ROI of x18.
The movie became the biggest of all time in Southeast Asia.