PROJECT: The Unbearable Weight of Massive Talent – Social Reviews
CLIENT: Lionsgate Entertainment
AGENCY: PXL
ROLE: Executive Creative Director
DESCRIPTION: Leveraging PXL's Social Review technology, I led a campaign for Lionsgate's "The Unbearable Weight of Massive Talent," starring Nicolas Cage, that transformed fan excitement into a powerful promotional tool. The December trailer releases sparked a wave of positive social media reactions which we were able to amplify by over 250%. PXL's tech, tweets with a positive sentiment were responded to in real-time with custom rotoscoped video reactions, curated by moderation team to ensure quality and message. Over 90% of these video responses were promptly re-tweeted by users.

This strategy not only amplified the positive buzz but also intimately engaged fans by featuring their reactions in official marketing content. The campaign's success was evident in the film’s 100% Fresh rating on Rotten Tomatoes and an 8.7 IMDb score, showcasing the impact of authentic fan engagement on pre-release anticipation. The campaign was such a success it was run again around the release date with nearly identical results.
DATA: 3,000+ fan reviews submitted with a 90% repost-rate.Generated 345k+ organic impressions on Twitter alone.