Damien is back in the long-awaited spin off of “The Omen.”

For the release campaign of the long-awaited series that expanded The Omen’s mythology, we needed to go beyond the basics. Translating and bringing the suspense atmosphere of one of the great cinema classics onto the present day, in a way that is actually relevant to fans.

Engagement and hype beyond the screen.

Through social listening, we identified the fandom and found an opportunity to strengthen relations with viewers. We started by mobilizing the base, then we created a personal account on Instagram for the series’ main character.

The content was created based on key moments in Damien’s life, all from the character’s own perspective. We expanded the account’s reach by segmenting the media, thus making fans into true ambassadors.

On a Friday the 13th, a little bit before the premiere, we aroused curiosity by scattering a series of posters all over the city, mapped on Google Maps. We also created a playlist called top666 on Spotify, with 666 songs to set a daily mood.

For the screening event, another classic: Madame Satã.

The test screening for influencers and the press took place at São Paulo’s iconic venue for the horror scene. After the premier, we provided live coverage of all the episodes and binge-watching, which started conversations on social media and cemented the relationship with fans that engaged the most with the series.

Everything was supported by precise segmentation and continuous optimization of the campaign, not only reaching the real fans, but also starting and amplifying conversations around the series and bringing in more people who showed interest in the series.