Social and Influencer > Online Video
VIACOM VELOCITY, New York / PARAMOUNT PICTURES / 2015
Overview
Credits
Execution
As both Pentatonix and the Turtles emerged from the shadows, fans saw the skateboarding, dancing, pizza-eating foursome come out blazing with a “Cowabunga!” Movie scenes were edited to the track to give teens the fun-loving Turtles experience they missed and bring them back for more.
We created two versions of the “We Are Ninjas” video, one including clips from the movie for MTV and Viacom’s on-air and online channels and another featuring only the band for Pentatonix’s YouTube channel. Pentatonix even took over MTV’s Twitter for an entire day and answered every Turtles question to hype the return of TMNT.
Outcome
TMNT saw incredible success at the box office grossing over $65 million opening weekend, over-performing its predictions by almost 55 percent, the fourth-highest August opening ever!
Paramount Pictures credits MTV/Viacom for lifting awareness and definite interest among younger movie-goers (under 25), representing 45% of the TMNT audience.
The video itself received 44 million on-air impressions and over 5 million streams across all platforms. A short video uploaded by MTV to Vine became its most interacted clip ever on that site with 45,000 impressions. In total, our video received over 150 million social impressions and over 30 million press impressions.
Strategy
While the Teenage Mutant Ninja Turtles (TMNT) have been around since 1987, the largest segment of the movie-going public – teens and young adults – never experienced the Turtles as a cultural phenomenon. With the summer box office facing a projected 15% decline in revenue from year ago, we wanted to show teens that this TMNT franchise was made for them. Each successful TMNT film ever released had its own iconic song, and we wanted young people to tell their friends that “We Are Ninjas!”
“We Are Ninjas” would be the franchise’s next “earworm” track and we worked with MTV and up-and-coming pop a capella group, Pentatonix, to make it happen. The song and video were developed to show fans that the Turtles are ready to gear up to fight and have fun while doing it.
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