2017 Finalist Shorty Award
John Wick 2: Social Media: Best in Entertainment

John Wick created an original world around a secret society of hitmen, introducing us to a legendary assassin who is pulled back in against his will. To build anticipation for the sequel, we leaned into the elements that caught audiences by surprise – energizing the core audience to spread word of Wick.

Incredible action sequences elevated this franchise, so we set out to capture non-stop motion and intensity at every beat. Our supercut distilled the first movie to 2 glorious minutes of mayhem; the campaign expanded to encompass the sequel’s larger world with new characters, new locations, new dog, and new insights into the Continental.

Social posts nailed the tone and voice, serving up Wick’s deadpan delivery; and fans ate it up. Their anticipation led to a rousing $30M opening weekend against heavy Valentine’s Day weekend competition.

Organic

  • Total Number of Engagements: 3,263,385
  • Total Organic Reach: 90,502,918
  • Total number of Paid Assets: 543
  • Total Number of Engaged Users: 6,624,532
  • Page Growth: We added over 500,000 likes to the page during the campaign.

Paid

  • 16.57M people took action
  • 1.74M post reactions
  • 52K comments
  • 207K shares
  • 513K link clicks

BREAKOUT VIDEO SUPERCUT

Symphony of Violence

To tee up the sequel, our John Wick supercut choreographed 2 minutes of mayhem and humor to the soaring swell of Tchaikovsky’s 1812 Overture. Released initially in partnership with Fandango, it generated over 1.91M Total Views… and counting:To tee up the sequel, our John Wick supercut choreographed 2 minutes of mayhem and humor to the soaring swell of Tchaikovsky’s 1812 Overture. Released initially in partnership with Fandango, it generated over 1.91M Total Views… and counting:

  •  528K views across Fandango channels
  •  1.23 Million across JW social channels
  • 152K views across pick-up on numerous press channels (many embedded the video onto their pages so we don’t have access to their totals)

Impressed by its impact across social channels, the client created a “sequel” spot with the same musical theme for on-air use. Soon fans of other films jumped on the Symphony train, creating their own videos for Deadpool, Iron Man and more, copying the style, pacing and even our musical choice.

SOCIAL CONTENT

Give This Man A Gun

Wick is pure adrenalized action, so original pieces brought this highly stylized take to life while introducing different looks, inspirations and characters.

For most films, a countdown asset is a reminder. For Wick2, we created high-quality motion pieces that drove home the franchise’s full speed intensity.

SOCIAL CONTENT

He’s Back- With Passion

As the release date approached, Wick was everywhere. A Valentine’s Day opening weekend called for this killer’s unique take on romance, including a fun play off the romantic sequel 50 Shades Darker.

Leading into the weekend, we also created a series of reaction GIFs for Reddit that let fans show how they really feel: voting posts up or down with Wick-style.

SOCIAL CONTENT

Lone Wolf’s Best Friend

Simple? Absolutely. But this mini-campaign of creative featuring Wick and his (new) dog took off on social, consistently generating impressive likes and share numbers. Amidst the violence, the connection between a man and his dog broke through.