The idea was to offer the experience firsthand to a group of influencers, experts, media & fans. We created a viral/PR worthy media stunt that brings to live the Alien Covenant experience and sell the fun, thrilling, jump scare experience that made the original Alien a classic.

Showcase a true visual spectacle providing edge-of-your-seat suspense, uniquely visceral R-rated action scenes & the return of iconic alien creatures along with new, more vicious alien species.

Important amplification in social media providing edge-of-your-seat suspense scenes becoming a shared content into the Alien fans.

We arranged a premiere and offered them different wearables to be used during the screening to track their heart rates. Previously we developed a unique intelligence engine to collect, analyze & showcase the emotions they were experiencing from these wearables.

This data was used to generate pieces of content inviting the audience to share the experience. The generated content allowed us to build social buzz & boost earned media.

The content included a generic video & sixteen ad-hoc pieces from the influencers who shared their testimonies generating additional content.

We decorated the accesses with Alien Covenant material, creating an environment that invited our guests to immerse themselves in the experience from the entrance to the cinema. The influencers were joking and photographed themselves with elements of the monstrous forms of the original Xenoforms of the franchise. The hastag #AlienCovenantExperienciaYelmo started to run!

Having such an innovative piece of content based on wearables data clearly improved our campaign performance.

* The generic piece of content delivered the following results (Instagram + Facebook):

• Average view rate in +5 pp vs standard benchmark (Paid activity)

• -67% Cost per view vs estimated.

• 400.684 total views.

• 1.371 shares

• 5.670 engagements

• 104 comments

* Regarding the 16 pieces of content from the selected influencers (100% Instagram):

• 262.185 total views.

• 119.980 engagements

• 1.947 comments

* Global performance:

• 662.869 total views.

• 125.650 engagements

• 2.051 comments