VIKINGS | HASHTAG RAIDS
Viking hordes attack what millennials hold most dear.
Their #s.
To launch seasons 4 & 5 of Vikings and grow our fan base to a younger audience,
we launched a series of surprise attacks on millennial homelands: their hashtags. #ManCrushMondays, #Swag, #Throwbackthursday, and #ReactionGIFs were all savagely overrun with promo content from the show, its stars, and our fans in the week leading up to the premiere.
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2016 Shorty Award - Bronze
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Digiday - 2015 Best Use of Twitter
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Four raids 131MM impressions
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STEP 1: RALLY AN ARMY
Using our cast and superfan influencers, we announced the day's target hashtag and built brutal armies by driving our audience to HashtagRaids.com, our armory, so that they could choose their weapons for the day's raid.
STEP 2: CHOOSE A WEAPON
Once at HashtagRaids.com, fans could choose from our armory of premade Vikings content: GIFs, memes, fan art, and Vines. Fans just clicked to post. Different influencers helped get them fired up for battle.
STEP 3: SEIZE THE DAY
We coordinated the attack with fans during peak social traffic hours and flooded feeds with show content. For example, anyone searching #MCM would meet a wall of blood-soaked Vikings instead.
On MCM, over 80% of the #s were related to Vikings.
We left the battlefield victorious & prepared to fight again.