DC FanDome Drew 22 Million Views — Here’s How Warner Bros. Pulled it Off
The DC FanDome event on Saturday was a grand experiment by WarnerMedia to see if DC Comics fans would congregate virtually for what amounted to an eight-hour string of programming about DC’s movies, TV shows and video games.
“We really wanted to put together an event that would super-serve the fans,” Warner Bros. TV group president and chief marketing officer Lisa Gregorian tells Variety.
It appears that experiment was a resounding success.
According to the studio, the DC FanDome: Hall of Heroes event generated 22 million views across 220 countries and territories over its 24-hour run, via the in-house player, live streams by comic book influencers, and other content generated by fans watching the event.
The film, TV, and video game trailers released during DC FanDome — including for “Wonder Woman 1984,” “The Batman,” and the Snyder Cut of “Justice League” — have pulled in over 150 million views since Saturday.
And DC FanDome trended on Twitter in 53 markets, and on YouTube in 82 markets.
As Gregorian and Blair Rich, president of worldwide marketing for Warner Bros. Pictures Group, explained in an interview with Variety, the idea for DC FanDome first sparked in April, soon after the industry, the country, and most of the world had effectively shut down amid the COVID-19 pandemic. With the cancelation of E3 and the inevitable cancelation of San Diego Comic-Con, the studio knew that the traditional methods of fan outreach would not be happening for the foreseeable future.
Rich says then-Warner Bros. CEO Ann Sarnoff (who was recently promoted to running WarnerMedia’s studios and networks group) and global brands and experiences president Pam Lifford wanted to figure out how to fill that vacuum.
“What could we invent to really put the fans at the center of an experience that could be dynamic and meaningful to them?” says Rich.
So Rich and Gregorian engaged with as many marketing employees as they could find across every division of the company that drew from DC — film, TV, video games, comic books, and consumer marketing — to come up with a way of recreating a fan convention on a virtual stage.
“Many of the employees [were] meeting for the first time,” says Gregorian. “They didn’t even know each other and they all worked for Warner Bros.”
More to come.
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