We ventured deep into the world of Jumanji for a star-powered integration across the Discovery networks.
For one of their biggest branded partnerships of the year, and the first time they’ve combined their network talent on screen with movie talent, Discovery came to us to create entertainment marketing content for the new film in custom vignettes and teases tailor-made for each network’s audience. We worked in tandem with FIVE networks to bring this cross-net vision to life, each with their own unique brand and voice (Discovery, ID, TLC, Animal Planet, and Science Channel).
The custom-built jungle set, inspired by the look of the film, hosted a bevy of megastars over the course of several days as Dwayne Johnson, Kevin Hart, Jack Black, and Karen Gillan faced the pitfalls of Jumanji with the help of Discovery’s expert team of talent – Joe Kenda, Dave Salmoni, and Monte Durham.We also worked closely with the film’s director, Jake Kasdan, who visited the set to ensure we were staying true to the spirit of the movie with our branded content. As an added piece, Dwayne and Kevin posted photos and videos on Instagram that resulted in tens of millions of views, impressions, and engagements.
It grossed over $700 million worldwide and became Sony’s highest grossing domestic release outside the “Spider-Man” series, surpassing the $313 million domestic haul made by “Thor: Ragnarok” and pushing Sony’s 2017 US box office revenue above $1 billion, the first time the studio has reached that level since 2014.
Working around the busy schedules of the movie and network talent, revolving door of assets (teases, sneak peeks, IPMs, content pieces), and complex approvals process – we made it through the game of Jumanji unscathed and delivered a huge batch of custom content that blanketed Discovery’s airtime leading up to the movie’s release