Skrull Invasion (Disney +)
Secret Invasion is a Marvel (Disney+) miniseries in which Nick Fury faces the Skrulls, aliens who impersonate influential people to conquer Earth. Disney+ Spain wanted to generate noise on social media with a limited budget. So we asked ourselves, what if the Skrulls really exist?
We came up with a popular culture trend on the internet: doppelgangers. And we turned the campaign into an interactive espionage game: we looked for doubles of influencers and celebrities and impersonated them on their own official channels! A transmedia content where nobody was who they said they were. We invaded the channels of 4 top influencers: ByViruZz (YouTuber with 5.78 million subscribers), Peldanyos (TikToker of the Year 2023), Teresa Pérez (TikToker and actress of Cuéntame) and Paracetamor (a renowned streamer on Twitch and X). Our skrulls snuck into their accounts (some of them even live!), launching 100% organic content instead of #ads, totally akin to the usual content of the influencers. Users and social media algorithms went crazy and the campaign went viral. For 3 days people received clues from Nick Fury himself to unmask them, thanks to a takeover on Disney+ social media channels. An interactive experience related to the plot.
As a teaser, Skrulls of Aitana, S. Yatra, Ibai or Bad Bunny sneaked into the premiere event and the action jumped to digital media and television! The results? 12.52 million organic views on campaign content, 11.48 million impressions, 783,764 interactions and an engagement ratio of 12.89% on average across all platforms. But mostly, “Secret Invasion” was the most popular series in Spain, top 1 in July (the campaign month), among all streaming platforms according to the independent ranking by JustWatch, based on its “popularity score” metric.
