Television

Invincible

Situation

Created in 2003 by Robert Kirkman and Cory Walker, Invincible was a comic book series that had a staggering fifteen-year run, continuing for 144 issues and sold over 3.5 copies worldwide. In 2021, the Invincible animated series arrived on Amazon Prime and quickly became one of the most popular new streaming series of the year. The series is ranked #1 in the US since launch, #1 in 87 countries and is 100% certified fresh on Rotten Tomatoes. After a two-year hiatus, I was tasked with maintaining audience engagement and reinvigorating fans leading up to the season two launch.

Objectives:

Expand and bolster social footprint for the Invincible brand. Engage and first growth within the Invincible communities on Discord and Reddit.

Strategy:

•Create new digital channels and partnerships to hit new audiences while reaching fans on additional platforms.

•Utilize the 20th Anniversary of the comics to celebrate the series and re-engage with passive comic book fans.

•Create bespoke content for new channels with on-brand messaging and content.

•Launch all-new SMS and email marketing initiatives including The Global Defense agency hotline.

Tactics:

•Created five new social channels including Instagram, TikTok and Facebook.

•Established relationship with Invincible Subreddit and Discord mods.

•Work with Discord and Subreddit communities for special AMAs and first looks for S2 content.

•Collaborate with Discord and Subreddit communities on merchandise drops, fan content and voting initiatives.

•Produce 20th Anniversary shoot with Invincible creators for exclusive social content celebrating both the comic book series and show.

•Launch The Global Defense Agency hotline (SMS) via Community App.

Tactic: Create new digital channels

Created five new social channels, established relationship with Invincible Subreddit/Discord mods, and launched the Global Defense Agency hotline (SMS).

Check out the Invincible Instagram
Tactic: Collaborate with Community

Worked with Discord and Subreddit communities for special AMAs, first looks, merch concepts and fan content initiatives.

Simon R (exec producer) AMA
Tactic: 20th Anniversary Shoot

Produce 20th Anniversary shoot with Invincible creators

Sample Content
Tactic: Join the GDA! (SMS)

Created an in-world SMS

Sample Social Push

Objectives (cont.):

Collaborate with Amazon Prime and other partners to ensure viewership and excitement for the season two launch. Lead digital marketing efforts surrounding the brand via SMS/CRM, event activations and social initiatives.

Strategy:

•Foster strong relationship with the Amazon Prime social marketing team, assembling a close-knit crew known as the Amincibles.

•Collaborate with Fallguys, Mortal Kombat, and Fortnite teams to launch Invincible partnerships.

•Execute activations at San Diego Comic-Con and New York Comic-Con including panels, signing events and more.

Tactics:

•Create weekly viral content on new and existing social channels that hit current trends and online discussions.

•Launch gaming collaborations with social content that is true to the brand and within our partners guidelines.

•Dominate all convention coverage with exclusive reveals, trailers and creator appearances at SDCC and NYCC.

Tactic: Partnership with Mortal Kombat

Partnered with WB/NetherRealm Studios for the Omni-Man DLC expansion leading up to the premiere of Season 2.

See Example Content
Tactic: Partnership with Fornite

Partnered with Epic Games to launch Invincible skins in Fortnite

See Content
Tactic: Weekly Content - Edit

Create edits of previous seasons with trending audio to maximize reach and engagement.

See Content
Tactic: Weekly Content - Meme

Created memes that engaged with the community with insides jokes (in this case, Where’s Season 2, William?).

See the meme