For the launch of the new series Wake Up Call with Dwayne “The Rock” Johnson, TNT marketing executed a social campaign designed to reach Inspiration Junkies (W25-54) who turn to friends and social media to keep them motivated. But that doesn’t always mean they achieve every goal –something always gets in the way.
Secondary Target: Men 18-49 who followThe Rock + are a fan of high intense shows & situations.
Insight: We could all use a wake up call
The Rock makes a call-to-action across his social accounts for fans to share an obstacle in their life that they want to breakthrough with a #WakeUpCall for the chance to see their words literally pulverized.
The day of premiere, The Rock demolishes a real brick wall of words and pushes it out across his accounts.
• Facebook: 46M
• Twitter: 8.1M