Teenage Mutant Ninja Turtles

A long lead trailer kicked off the campaign with 31.4M views within the first week. Character posters and gifs launched in tandem, giving fans a new experience on the platform that would lead to performance 10x the entertainment benchmark. A flock-to-unlock Twitter stunt unlocked character posters by hashtag popularity. Users rallied behind #TeamLeonardo, #TeamDonatello, #TeamMichelangelo, and #TeamRaphael to get their favorite turtles poster revealed first. Custom pizza boxes delivered to press with a trailer unlock code eventized the trailer’s release.

Throughout the duration of the campaign, we leveraged the film's talent and their network reach. Megan Fox participated in sharing customized film content that we created especially for social such as social call outs, BTS imagery, and trailer support to her 54 million Facebook fans. On Twitter, Will Arnett played up a lighter tone sharing fun editorial partnership pieces and interacting with fans excited about the film.

Fans were provided TMNT masks at four major MLB games around the country. Competition sparked when fans were told that an early hometown screening would be provided to the city that uploaded the most imagery under the hashtag #TMNT and their city.

On the official movie page users uploaded pictures of themselves and personalized them with their favorite TMNT mask. The film took its claim to justice with its $65 million opening and over $190 million domestic take.