Minute Media x Paramount Pictures International: Gladiator II
The 7th Annual Awards
- Most Creative Partnership with an Athlete or Influencer
ABOUT THIS ENTRY
Ahead of the premiere of their latest blockbuster, Gladiator II, Paramount Pictures challenged Minute Media to deliver a new, exciting and innovative campaign aimed at engaging global audiences and generating significant publicity around the movie’s release.
The campaign featured three large-scale, immersive publicity stunts strategically orchestrated in key locations - the iconic Monumento a la Revolución in Mexico, world-famous Lucca Comics & Games in Italy and the Gladiator II red carpet premiere in Germany - featuring legions of 75 gladiators and Roman soldiers led by prominent local athletes - legendary Italian footballer, Francesco Totti (aka “Il Gladiatore”), Olympic gold medalist and Mexican legend, Oribe Peralta and Germany’s biggest athletics hero, Leo Neugebauer.
How does this represent "Excellence in Engagement"?
This campaign represents “Excellence in Engagement” not only because of its success in reaching its stated goals and engaging audiences, but also because of its ‘out-of-the-box’ thinking and innovative execution that brought the cinematic experience of Gladiator II to life.
Through a multi-faceted, immersive experience, Minute Media was able to captivate fans across the globe - creating a sense of connection and shared experience despite the activations occurring in hyper-local locations. By leveraging a global digital distribution strategy in addition to the in-person activations, they also ensured that word would spread, leading to a snowball effect of buzz and excitement around the project and, of course, the film.
The innovative nature of this project, coupled with its success, will undoubtedly inspire a new wave of ‘risk takers’ looking to see how they can push the envelope, challenge the status quo and continue moving the industry towards new heights.
Objective
Ahead of the premiere of their latest blockbuster, Gladiator II, Paramount Pictures tasked Minute Media with creating a new, exciting and innovative campaign aimed at engaging with global audiences and building buzz around the movie’s release.
The result? A series of large-scale publicity stunts held across key markets that brought the film’s iconic themes to life and immersed real-life audiences in the movie, generating tens of millions of earned media impressions with coverage across digital publications, TV, social & even game-shows!
Strategy & Execution
Like the film itself, Minute Media’s Gladiator II campaign was an experience of epic proportions, coming to life through live activations, a collaborative PR strategy, & global digital distribution.
At the center of the campaign were three large-scale, immersive publicity stunts strategically orchestrated in key locations - the iconic Monumento a la Revolución in Mexico, the world-famous Lucca Comics & Games in Italy & the Gladiator II red carpet premiere in Germany.
These stunts saw legions of 75 gladiators and Roman soldiers march through the streets, each led by a prominent local athlete - legendary Italian footballer, Francesco Totti (aka “Il Gladiatore”), Olympic gold medalist and Mexican legend, Oribe Peralta and Germany’s biggest athletics hero, Leo Neugebauer - who was revealed to the crowd with movie-like drama, adding even more surprise and excitement to the event.
In addition to these larger-than-life activations, Minute Media also conducted collaborative PR campaigns in all three markets as well as created multiple digital assets - including local highlight videos of the activations, a global hero video, social cut-downs and more - to distribute across their sites, social channels and local influencers/content creators as well as the high profile athletes’ channels - achieving global distribution and awareness.
Organizations
- Minute Media
- 90min
- Paramount Pictures International
- Wavemaker Global
Featured
- Francesco Totti
- Oribe Peralta
- Leo Neugebauer
Credits
Edward Bovingdon
Director, Entertainment and Strategic Partnerships
Minute Media
Alex Giacon
SVP, Global Strategic Partnerships
Minute Media
Rob Thomas
Project Manager
Minute Media
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