Over the past year, the entertainment industry saw a surge of standout PR campaigns that captured attention with their creativity and impact. Ronn Torossian, founder of 5WPR, takes a closer look at the campaigns that made waves this year, and what made them so effective.
“The Last Horizon” – Netflix: This sci-fi epic captivated audiences through innovative interactive experiences. Netflix launched augmented reality apps and virtual screenings that allowed fans to immerse themselves in the film’s futuristic universe. These digital elements transformed passive viewers into active participants, making the campaign a model of how to engage fans with cutting-edge technology.
“Rebellion” – Marvel Studios: Marvel's campaign for this superhero series dominated social media. Character-based accounts posted cryptic teasers and exclusive content that kept fans eagerly guessing. The campaign culminated in a global fan event that drove massive online interaction, showcasing how social media can build and sustain hype over time.
“Neon Dreams” – Apple TV+: This musical drama’s campaign thrived on live experiences. Apple TV+ organized a series of live concerts featuring the show’s cast, complemented by immersive VR experiences. By merging live performances with virtual reality, the campaign created a multisensory experience that resonated deeply with fans and expanded the show’s reach.
“Phoenix Rising” – Amazon Prime Video: Amazon’s campaign for this historical drama stood out for its compelling use of user-generated content. A social media challenge invited fans to share their own stories of resilience, echoing the show’s themes. This initiative not only created a personal connection with the audience but also generated a wealth of organic content that amplified the campaign’s reach.
“Lost Worlds” – Disney+: Disney+ excelled with interactive content for this adventurous documentary series. The campaign included interactive web experiences and treasure hunts that encouraged viewers to explore the show’s themes before its premiere. This hands-on approach fostered a deeper engagement, making the audience feel like active explorers rather than just viewers.
“Deadly Secrets” – Paramount+: Paramount+ captivated fans with an interactive social media scavenger hunt. Clues were embedded in posts, leading fans on a digital journey related to the series. This high-engagement strategy turned viewers into detectives, enhancing their connection to the storyline and driving sustained interest in the show.
“Golden Age” – Peacock: Peacock’s campaign for this period drama was a masterclass in retro-themed marketing. The network used nostalgic TV ads and vintage-inspired social media content to transport audiences back in time. By aligning the campaign’s aesthetic with the show’s setting, Peacock created an immersive promotional experience that resonated with fans of the genre.
“Undercurrents” – FX: FX's thriller was promoted through immersive live experiences. The campaign featured installations in major cities, secret screenings, and interactive fan events that made the storyline come alive. These real-world activations created a sense of exclusivity and urgency, drawing fans deeper into the narrative and generating significant buzz.
These campaigns showcased the power of tailored strategies—whether through social media, live experiences, or interactive content—to create memorable and impactful connections with audiences.
