Development • Creative Direction • Production • Design
Warner Bros. wanted to build buzz around their upcoming release of "Mad Max: Fury Road" with their target demographic of young men. The solution was to align the film with the conversation around March Madness. By capitalizing on the excitement and capturing data during the tournament, fans unlocked exclusive footage from the film by Tweeting #Madness and #MadMax fueling the Madness Meter on Twitter. Each mention of the hashtags drove the meter higher and when the threshold was reached, a custom graphic animated with real-time user data was Tweeted out along with the footage. This unique way of releasing teaser content built awareness of the film, and the strategy garnered 5.3M overall impressions and over 9M trailer views in the first 24 hours.