The global influencer marketing campaign for "Bad Boys: Ride or Die," the fourth installment in the action-comedy franchise, successfully engaged existing fans and attracted new audiences through an exciting multi-platform strategy. Our objective was to bring Bad Boys: Ride or Die into the culture and kick off the summer box office. To do that, we engaged a diverse array of creators to produce unique content aimed at current franchise fans while also expanding consumer interest. Campaign highlights include, but are not limited to, our trailer preview event, content creator day, and talent trend participation.
To celebrate the release of the Bad Boys: Ride or Die trailer, 43 creators with a combined social reach of approximately 270M were invited to attend a preview event on the Sony lot. Creators excitedly shared their love of the franchise, their meet-and-greet photos with Will Smith and Martin Lawrence, and the overall experience at the event across their social media channels, offering their followers a behind-the-scenes look at the exclusive event. The success of the trailer event can be attributed to the unique opportunity creators had to meet and interact with the film’s headliners.
We also hosted a content creator day for top global influencers to capture Bad Boys: Ride Or Die themed content with stars, Will Smith and Martin Lawrence. Will and Martin had individual shoots with premier creators (reaching an astounding 361M followers) to capture content in the style of the creators including: comedic skits, portrait sketches and high-octane shorts with VFX elements. Khaby Lame, the most followed TikToker in the world, had a film cameo that sparked a digital marketing partnership resulting in 2 videos from this day that generated 440M+ views. In fact, some of the top performing posts from the overall campaign were a product of this creator day.
Influencers were also some of the first to see the film at preview screenings in cities including Los Angeles, New York, Atlanta, Miami and on the global press tour in Dubai, Riyadh, Berlin, Madrid, and Mexico City where the unprecedented access to talent for influencer collabs continued.
Themed events at the Porsche Center in Los Angeles and Spotify’s Downtown LA offices had influencers suiting up for a Bad Boys themed stunted experience and being the first to hear brand new tracks from the film’s soundtrack during a listening party with rapper BIA.
Our influencer campaign engaged an astounding 235 global creators with a combined social following of over 1.4 Billion earning an estimated 740M+ impressions.
