SONY PICTURES — Josh Robertson

CLIENT: SONY PICTURES
MISSION: PROMOTE DVD RELEASE OF ANGRY BIRDS DURING 2016 OLYMPICS

In 2016, the release date for the DVD version of The Angry Birds Movie coincided with the Summer Olympics in Rio. What could we do to raise awareness of this animated children's film amid the media frenzy over international sports? Working with Sony's PR team, I selected assets (in static and gif form) from the film that could be repurposed as timely content tied to scheduled or likely events at the Games. A legendary swimmer's psych-up routine took us by surprise when it went viral; some nimble work by all stakeholders allowed us to craft an asset that resulted in the campaign's most successful post.
PLATFORM: Instagram, Twitter. AGENCY: Mediabrands Society. ART: Sony Pictures In-house.

Precious Medals

It’s tempting to use social media to cheerlead for your brand, but followers won’t always applaud. Using your brand’s feed to cheerlead for something else can more effectively generate goodwill. This simple, patriotic post was the second-most engaging of the campaign.

Phelps Face

We didn’t have an image ready for Michael Phelps’ famous pre-race scowl — but we had a scowl. Some quick work with the design team allowed us to get a post up the same day, and it paid off: #Phelpsface was the top performing post of the campaign.

T-Rex

We identified Claressa “T-Rex” Shields as one of the must-do touchpoints of the 2016 Games. Her bid to become the first American boxer (male or female) to win consecutive Olympic medals was a success, as was this Instagram tribute.

Opening Ceremonies

Research shows that the opening ceremonies are usually the most-watched moment of the Olympic fortnight. We intentionally committed this fashion faux pas to be relevant at a time of high second-screen viewership.

Usain Bolt's Farewell

For the Fastest Man Alive’s final Olympic race, we had a ready-made image featuring the fastest Angry Bird.

CLIENT: SONY PICTURESMISSION: PROMOTE DVD RELEASE OF ANGRY BIRDS DURING 2016 OLYMPICS

CLIENT: SONY PICTURES
MISSION: PROMOTE DVD RELEASE OF ANGRY BIRDS DURING 2016 OLYMPICS