Build a Joe

PARAMOUNT PICTURES / HASBRO


The Challenge

“G.I. Joe: Retaliation” is a 2013 military action sequel produced by Paramount Pictures. The film is filled with various Hollywood stars including, Dwayne Johnson, Channing Tatum, and Bruce Willis. To build awareness of the “G.I. Joe: Retaliation” DVD release, Paramount Home Entertainment took G.I. Joe back to its roots, teaming up with HASBRO to give fans the chance to build a one-of-a-kind G.I. Joe avatar. Not to be outdone, HASBRO stepped in to create the ultimate fan prize – a real GI Joe toy modeled after the winning avatar.


The Solution

Socialtyze took this concept one step further by creating a virtual Build-A-Joe app, putting thousands of features into the hands of the fans allowing them to craft truly unique characters. The application lived on desktop, tablet and mobile browsers, each providing a clear articulation of the Build-A-Joe experience. Once users defined their character’s race and gender, they could travel between several high level feature lists such as a shirt, pants, facial features and weapons.

430K+

CHARACTERS CREATED

90K+

CARDS DOWNLOADED

62K+

SHARES
GiJoeImages

By looking at both the app data and Super Fan details derived from Qu analysis, we discovered that the real superstars of the movie weren't The Rock and Channing Tatum; they were the ninjas and villains that the hardcore fans loved so much. Our community management team leveraged the fans' favorite characters in our posting strategy and helped to drive a third of the application play on the day of the DVD release. Even more, our posts reached nearly 200K people per day, leveraging a huge audience just in time for the DVD release."]" data-sheets-userformat="[null,null,8961,[null,0],null,null,null,null,null,null,null,4,0,null,null,null,14]">By looking at both the app data and Super Fan details derived from Qu analysis, we discovered that the real superstars of the movie weren’t The Rock and Channing Tatum; they were the ninjas and villains that the hardcore fans loved so much. Our community management team leveraged the fans’ favorite characters in our posting strategy and helped to drive a third of the application play on the day of the DVD release. Even more, our posts reached nearly 200K people per day, leveraging a huge audience just in time for the DVD release.