A+E Networks – Damien
We’ve all heard jokes about “working for the devil,” but for A+E Network’s new show Damien, which chronicles a man discovering he is the Anitchrist, we found ourselves with the challenge of a lifetime.
Based on the 1976 film The Omen, A+E wanted Damien to make a big splash at San Diego Comic-Con. As a new show facing down some of the biggest entertainment brands in the world, A+E challenged us to play Devil’s advocate and help make Damien the talk of the Con.
To stand apart from the chaos and marketing saturation and gain media coverage at San Diego Comic-Con International, only never-been-done-before ideas will suffice.
We decided on a unique strategy to create a street team of protestors to announce and proclaim Damien’s arrival. While these teams are a common sight around the convention center, we had something special in mind. Our concept relied on the veritable crusade of Christian protestors who stage rallies outside of the San Diego Convention Center every year. We infiltrated these religious groups with our branded signs, uniforms and teaser messages. We led them in chants around “Damien rising” and made sure our voice was multiplied. While these religious groups are always a spectacle, the protestors had no idea that they were, in fact, part of our street team experience. The SDCC visitors recognized our stunt immediately and got to share in the “Inside Joke.”
Efforts of our faux-Damien protestors went so well that they received huge praise from the Hollywood Reporter, The Blaze, New York Times, I09.com, Radvertising and AdAge (to name a few).
It was summed up best by our target media outlets when they said “the PR person who did this is a freaking genius.” Altogether, Feed PR generated over 11 million unique impressions over the course of the weekend, gaining a ton of buzz and attention for the anticipated Damien airing.