22 JUMP STREET OFFICIAL MOVIE SITE & SOCIAL CAMPAIGN
Agency: bpg
Client: Sony
Sr. Interactive Producer

Jump Street was back, and Millennials were buzzing. The strategy was to lean on the movie's greatest assets – Jenko and Schmidt – and optimize every hilarious piece of video. To welcome fans, we looped an original video edit behind all site functionality. This strategy included a Tumblr that headlined the Red Band Trailer. Since the humor was sure to push boundaries, the Red Band (on YouTube) was the first place to get a real taste of the latest installment. Fans also checked out clips, GIFs and memes to share on social channels.
Results: Opened #1 and grossed nearly $200M domestic