The document discusses how a social media campaign reactivated the fan base for the Percy Jackson film series by immersing itself in the fandom, learning the fans' language and tone, and creating vivid content based on the Percy Jackson lore. The campaign expanded the brand's presence on social channels and celebrated fan creativity. Engagement tactics like character takeovers, fan interviews, and contests drove organic social mentions and grew the fan base to over 2 million, significantly increasing conversation around the film release.

1. Activating a Dormant Fan Base
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2. Percy Jackson: The Lightning Thief
the first film of the series, was released in 2010
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3. Since then, social channels had gone dark…
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4. Multiple, unmaintained Facebook pages were
scattered across several countries
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5. Despite this, organic fan conversation was continuing,
even if the brand wasn’t taking part
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6. Communities on creative platforms like DeviantART and
Tumblr were contributing new content daily
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7. Here was our golden opportunity to reconnect the Percy
Jackson film series with their diehard fans
How did we do it?
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8. We immersed ourselves in the Percy Jackson fandom,
basing our strategy on the characters and scenes they love
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9. We learned to speak their language and connected with them
using the tone of voice and lingo they appreciate
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10. This came to life in vivid creative content
rooted in the Percy Jackson lore

11. We expanded our presence across all social channels by
providing up-to-the minute news

12. We celebrated the vibrant Percy Jackson community on
Tumblr by reblogging their creations and
providing more fuel to spark their creativity
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13. And gave our fans exclusive access backstage on Instagram
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14. Engagement-focused activations sparked
continual interest in the film, such as…
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15. In-character channel takeovers
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16. Fan interviews on Twitter
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17. Social scavenger hunts across all official channels
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18. Weekly fan art contests

19. And “Flock to Unlock” events to release fan-favorite content
after a specific number of hashtag mentions
This one drove
24,000
purely organic mentions
of #PercyJackson
in a single day!
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20. So did it work?
Grew social
fan base to over
2,000,000
Increasing
audience sevenfold
#PercyJackson was used
190,000
times in just 4 months
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21. All this buzz created massive spikes in
Percy Jackson conversation, leading to
multiple worldwide trending topics
the week of release
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22. Making for a renewed, united and ecstatic fan base
who can’t wait for more Percy Jackson films
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