Social | Overall Social Media Campaign | Sports
Andre the Giant
Andre The Giant was HBO’s most watched sports documentary in 18 years, with over one million in linear viewers the night of its premiere. Through an integrated marketing strategy that included TV, print, radio, and outdoor promotion, in addition to digital, promotion for the film organically reached beyond the core audience of WWE aficionados, and penetrated broader sports and pop culture fan demographics.
Anyone who saw Andre the Giant remembers the first time they did. The social campaign gathered interviews with wrestling’s biggest stars like Hulk Hogan and Ric Flair, as well as pop culture influencers and celebrities including Arnold Schwarzenegger, all of whom had personal memories of their encounter with The Giant. Each interview clip included the #MyAndreStory hashtag, inviting fans to join the conversation with anecdotes of their own -- which they did in droves.
The campaign kicked off in earnest on the 31st anniversary of Wrestlemania -- a key moment in the film -- when Hulk Hogan defeated Andre the Giant in a one of the most memorable matches in wrestling history.
The premiere of Andre the Giant at the Cinerama Dome at Arclight Cinemas in Los Angeles brought out wrestling royalty and HBO stars to celebrate the landmark film.
Fans carried the mantle from there, sharing their own memories of Andre.
The website for the film featured interviewed with the filmmakers, bonus clips from the film, and coverage of the premiere event.
This Andre-sized campaign produced unprecedented results. Over 1 million linear viewers tuned in to watch the film on premiere night -- the most for an HBO Sports documentary in 18 years. And the film’s YouTube playlist continues to be one of the most viewed across all of HBO.
“As powerful, tender and fascinating as the man it is about.”