Helping Sony Pictures to Box Office smash with Jumanji

Sony Pictures

Helping Sony Pictures to Box Office smash with Jumanji



The Brief

In 2017, Sony Pictures were looking to dominate the Christmas period on social for the highly anticipated re-imagining of the Jumanji movie starring Dwayne ‘The Rock’ Johnson, Kevin Hart, Jack Black, Nick Jonas and Karen Gillan. The campaign would look to bring out the main themes of the movie in comedy and adventure and appeal to a target audience of 25-34’s, the age-range who were likely to remember the original from 1995.

The Insight

Despite the inevitable comparisons to the original movie, the studio were conscious to celebrate the film as its own entity and it was clear that the all-star cast would be the main ticket driver.

The Hook

We secured time with the three biggest stars of the movie in Dwayne Johnson, Kevin Hart and Jack Black and put them to the test for our ‘No Laugh Challenge’ show. In addition we worked with the creators of the highly popular Facebook phenomenon ‘The Floor is Lava’ to create the ‘Jumanji Drums Edition’ as well as distributing a special trailer for social.


The No Laugh Challenge drove the lion share of the views and engagement as we clocked up an enormous combined reach of 48.5M with 27M views across Facebook and Youtube and 520K engagements and 140K shares. We scored the most viewed Jumanji: Welcome to The Jungle videos on Facebook globally, and the highest in the UK across YouTube and Instagram for 2017 and 2018. Jumanji knocked Star Wars The Last Jedi off the UK No1 spot and remained in the UK top 10 for nearly 3 months, proving to be the biggest UK hit for The Rock outside of the Fast & The Furious franchise.