Editorial

Energon Universe…Roll Out!

Situation

In the summer of 2023, Skybound partnered with Hasbro to launch all-new comic book series for Transformers and G.I. Joe. Led by Robert Kirkman, the launch of the new series, titled the Energon Universe, would happen with a stealth release via Void Rivals, an all-new IP that brought Transformers and G.I. Joe into the fold. With Transformers and G.I. Joe mini-series to launch later in the year, I was tasked to lead all digital marketing efforts for the launch of the new Energon Universe.

Objectives

•Stealth release the Energon Universe through Void Rivals, surprising fans with an all-new comic book launch for Transformers and G.I. Joe called the Energon Universe.

•Drive awareness and excitement for the launch of Transformers and G.I. Joe through content marketing and community engagement.

•Drive sales of all Energon Universe Properties through content that resonates with both new and old fans of the IP.

•Collaborate with Hasbro on all digital marketing initiatives and live event activations to maximize fan engagement.

Strategy

•Develop a creative strategy for connected storytelling that is rich and consistent at every touchpoint.

•Foster a creator ecosystem to leverage the right artists and authors to deliver and weave together compelling messaging for the Energon Universe.

•Create tentpole content with a social-first activation that includes innovative extensions of a traditional retail moment.

•Cast broad relevance and mass appeal to older IP to re-engage with lapsed fans with a focus on prompting digital discovery.

Social Creatives

  • Tactic: Countdown Graphics

    Build anticipation through countdown graphics across all social platforms.

  • Tactic: Testimonials

    Build anticipation and word of mouth by amplifying quotes from notable figures in the space.

  • Tactic: Community Poll

    Work with the Transformer Subreddit and Discord to poll the Top 10 moments of the Energon Universe.

    See full list

  • Tactic: Community Engagement

    Rile up the comments by asking engaging questions for fan theories and discussion.

  • Tactic: Character Intros

    Tap into the nostalgia of the vintage G.I. Joe bio cards with updated and refreshed versions exclusive for social.

    Click Here

  • Tactic: Creator Content

    Produced shoot with the creators behind the Energon Universe for exclusive social content.

    See Sample Here

  • Tactic: Meme

    Using trending audio/video to join the social conversation within the Energon Universe

  • Tactic: Trailer

    Celebrate launch of Energon Universe with a special motion-graphic trailer.

    Watch the trailer

Results

•Transformers #1 became the #1 selling comic of the year, with Void Rivals #1 being the fifth best-selling comic of the year.

•“Stealth releasing Void Rivals as the first offering from Skybound Entertainment's new shared Energon Universe was a stroke of genius.”

•Over 278 posts were made to promote the Energon Universe, these posts gained a total of 77K engagements (including 69.2K likes, 2.3K comments, and 5.5K shares), led by the Autobots and Decepticons character roster announcements.

•Over 242,000 video views – led specifically by 5 Facts About the Past Lives of Jetfire.

•27M+ reach across Skybound Entertainment accounts.

•TRANSFORMERS made up 44K+ of the total engagements made from the Energon Universe campaign (that means that Transformers made up 57% percent of all engagements across the Energon Universe!).

•Despite coming out the final week of the year, Duke posts gained a total of 11.4K engagements and 4.6M+ reach.