6.8M

VIEWS

11.3M

REACH

93K

ENGAGEMENTS

Channels:

Platforms:

Warner Brothers wanted…

…to promote the release of their latest film, Fist Fight and engage fans of the lead star, Ice Cube.

Solution

We started by seeding the trailer for Fist Fight across the UNILAD Facebook page before moving on to the editorial stage of the strategy.

We created a bespoke article, entitled, What was the greatest rivalry throughout human history, featuring a variety of sporting, cultural and musical rivalries throughout the ages, to create a foundation on which to launch the bespoke video content.

Finally, we launched our hero piece, ‘Ice Cube judges epic rap battle’, drawing on the themes of the film which pits two teachers against each other. We sourced the talent ourselves from our impressive talent roster and the video proved to be a social hit.

Insights

The campaign reached over 10m people and the film debuted in the top 10 in the UK on opening weekend. It was also picked up by hip hop news outlets including Hip Hop DX and Tha Tape Deck.

How we packaged it…

These teachers absolutely tear each other apart 😳😂

Posted by UNILAD on Thursday, 16 February 2017