COMING 2 AMERICA
Through a carefully crafted and culture-shifting social campaign, #Coming2America became the #1 Most Streamed movie in the US the week of its release. But the success was about more than numbers. The campaign rollout created a moment of celebration for legacy fans and invited a new generation on the iconic journey from the Zamundan throne to the kingdom of Queens. The original social accounts for the Zamundan royal family reached over 36K followers on Instagram and 16K on Twitter. In partnership with influencers and some of the biggest brands, we built and sustained a community with the extended royal family at home.
Our campaign for Amazon Studios promoting the long-awaited sequel of Eddie Murphy’s “Coming to America,” rooted in celebrating every facet of Black excellence. More than just another movie marketing campaign, we made Zamunda accessible to comedy fans through conversation, partnership activations and giveaways. Humble brag: the movie broke streaming records as Nielsen’s No. 1 Streamed movie during premiere week.
A true innovator, Cleo McDowell is always keeping up with what the people want. Today he wants to test your taste buds—what should the next McFlurby topping be?
— Zamunda Royals (@ZamundaRoyals) March 30, 2021
The Royal Family agrees, Cleo McDowell has outdone himself once again! Which of these new menu items would you order?
— Zamunda Royals (@ZamundaRoyals) March 22, 2021
The Royal Family agrees, Cleo McDowell has outdone himself once again! Which of these new menu items would you order?
— Zamunda Royals (@ZamundaRoyals) March 22, 2021
@ZamundaRoyals
To build the lives of the Zamundan Royal Family and give fans the experience of following their favorite Royals, we launched @ZamundaRoyals on Twitter and Instagram, assuming the POV of in-world Royal Family live feeds. Through daily social content creation and dedicated community management, we built an engaged community (gaining 36.1K followers on Instagram and 12K on Twitter), and increased engagement and overall reach on both platforms.
Key Partnerships Elevated THE WORK
We were ecstatic at the opportunity to partner with national icons, including Rent The Runway, The Brooklyn Nets, and Nas. Rent The Runway made it easy for fans to dress up for the premiere with a custom Coming 2 America discount code. Zamunda took over the Brooklyn Nets’ game and social handles. And Nas even created a special line of Zamundan-inspired pieces with his clothing company, HSTRY.
The Royal Family Arrived via Amazon
Wrapped Amazon delivery planes and vans traveled through key markets to announce the Royal Family’s arrival. Making fans feel like royalty, we executed a #RoyalGiveaway campaign, fulfilling 6 weeks of giveaway prizes.
Royal Engagement
Throughout the campaign, we implemented round-the-clock community management to maintain the world-building of the Zamundan Royal Family. Both reactive and proactive, we prioritized high-profile engagements with celebrities and key influencers and made sure not to leave our audience on read.
Influencer and Talent Partnerships
Throughout the campaign, talent and influencers participated by sharing creative on their own channels and amplifying our owned messages. Talent helped us create assets from the safety of their own home with a variety of scripted, self-shoot prompts. We also provided both talent and influencers with social media toolkits to guide content creation.
Rewarding Royal Followers
Ahead of the movie’s premiere, we supported two social giveaways to get fans excited. Sexual Chocolate boxes around Valentine’s Day gave us a nostalgic and cultural tie-in with existing fans and UOMA Beauty palettes gave new fans inspiration for how they do it in Zamunda.
THE Soul Glo LEGACY
A tinge of nostalgia with a new “glow” – we brought the iconic Soul Glo to life in partnership with Bronner Brothers. Our talent posed for posters and recreated soulful commercials while we surprised and delighted fans and notable influencers by mailing them bottles of their own.
The #RoyalWatchParty
On the film’s premiere date, March 5, 2021, we organized a virtual watch party to make up for the feeling of a communal viewing in-theatre and build trending social conversation. Hosted by icon Dionne Warwick and supported by high-visibility talent and influencer partners, we lead real-time social content and engagement through a live-tweeting of the film to give the (virtual) premiere its own moment. Prior to the watch party, we developed detailed social media toolkits for influencers, cast and hosts with copy and assets to share before, during and after.