Film Studio 20th Century Fox is launching a social media campaign to build excitement and anticipation around the new Fantastic Four movie across Asia.
The studio is working with global social media agency We Are Social on the ‘Power of 4’, a campaign which aims to give consumers an engaging insight into their favourite Fantastic Four characters in order to raise awareness of the new film.
Earlier this year, 20th Century Fox appointed We Are Social Singapore as its social media agency of record for 14 markets in Asia following a competitive pitch. The activity, developed and managed by the agency’s Singapore office, will run across seven markets in the APAC region; Hong Kong, Malaysia, Indonesia, New Zealand, Philippines, Singapore, Thailand.
‘Power of Four’ is centred around a character-driven, Instagram-led content strategy. The campaign will tell the story of each main character, their powers, and their role in the team dynamic. To do this, We Are Social has created an Instagram profile for each member of the Fantastic Four, in the form of a horizontal timeline that allows fans to scroll through in order to learn more about the selected character. The timeline will highlight events through each character's life using short videos, shared over a two-week period ahead of the film’s launch from 5 August 2015 onwards.
The marketing campaign will also involve a contest, centred around locating the ‘Power of 4’. Users must work in teams of four with friends to identify a hidden visual within each character’s Instagram feed that will make up a single, combined image. Once every hidden image is identified, users are prompted to take a photo of all the images together, tagged with #Powerof4 followed by a market-specific abbreviation, in order to be in with a chance of winning tickets to the film’s special screening.
Julie Glenn, Asia Pacific associate director of marketing at 20th Century Fox, said: “We wanted to introduce the Fantastic Four to a whole new audience and showcase them as relatable young characters who use their new powers to work together and save Earth. Telling their story on social seemed like a great way for people to engage with our characters and position Fantastic Four as the event superhero movie of the year.”
Sharim Gubbels, creative director at We Are Social added that many people are aware of the Fantastic Four, but the team really wanted the social community to get to know them in a way that they haven’t been able to before.
“The core focus of Fantastic Four has always been the strong team dynamic between the four of them, and we feel the contest element is a great way to mirror that dynamic for our social community, showcasing that teamwork truly does pay off,” Gubbels said.