Dragons: Race to the Edge
GLOBAL SOCIAL CAMPAIGN
Having worked on the theatrical campaign for How to Train Your Dragon 2, DreamWorks approached our creative team to help launch season 1 and 2 of their new Netflix series Dragons: Race To The Edge. With a rabid fandom, we were challenged with creating a campaign that was fan centric while still not isolating a new potential audience.
Since the Netflix series spanned the gap between the original and the second film, the social campaign acts as a bridge to connect fans to what has happened to their favorite characters during this window of time, promising them illuminating backstories and new information enhancing their understanding and enjoyment of the theatrical releases. By engaging audiences with the promise of robust, high quality, untold tales, and reactivating the core fans across all social channels through challenges and fan spotlights, we were able to engage the critical fandom while activating new interest in the beloved characters and story.
