It’s good to see you
again so soon,
Mr. Wick.
John Wick: Chapter 3
- Parabellum
This award-winning campaign took a true 360 approach, elevating the cult film series to action franchise glory.
Tick Tock, Mr. Wick
The campaign started by placing the power in the fans’ hands. By texting ‘JOHN WICK’ to an exclusive phone number, fans signed up for an hour-long head start to watch the new trailer before anyone else. Exclusive content drops continued throughout the campaign.
Social
Rabid Fans expect the world. We overdelivered.
Celebrating Unexpected Holidays
Valentine’s Day
Book Day
Nat’l Pencil Day
…And, of course, National Puppy Day
Reddit In The Spotlight
Recognizing the importance of the fan community on REDDIT, we included the platform’s logo on all materials, featured alongside traditional social channels. The move caught fans’ attention and made waves in the press.
AR Creator Program
Rather than creating a branded lens, we approached Snapchat, then asked their fans to build our AR lenses. The first-of-its-kind program paved the way for a thriving community of Creators to step into the spotlight.
The Continental Experience
Recreating films sets at the actual shooting location, and inviting fans into the fold.
Premiere Red Carpet
The space was designed to welcome Hollywood royalty, serving as the red carpet for the film’s New York premiere, as well as the cast after party.
In-world Experiences
Fans were invited to a day-long event, free of charge, to step into the world of John Wick. Hundreds of fans got to interact with in-world actors, earn (and spend) gold coins, and take home exclusive SWAG.
Filmmakers Meet & Greet
Director Chat Stahelski and many members of the film’s cast stopped by to chat with enthusiastic fans, pose for photos and autograph the limited edition prints that were given away.
The Results?
Epic.
A Fitting End
We closed the campaign in the same way it began: With a text message. When the next installment of the franchise was announced, it wasn’t via press, or even filmmakers. The news went straight to fans, via text message.