In 2019, MG OMD was challenged to make the second film in the Jumanji film franchise, Jumanji: The Next Level, as successful as the 2017 original.
Our media task was to reach our young adult group, with cut through, quickly in a way that placed our stars at the centre of a creative idea. Although this audience lives and breathes social media, there was a risk that a social first approach would take time to build scaled excitement, so we turned to the power of TV.
In the UK there’s no bigger TV platform that does this than I’m A Celebrity Get Me Out of Here. Since its inception in 2002, I’m A Celebrity has become one of the UK’s biggest appointment to view TV moments of the year – averaging 10m+ viewers per episode.
The result was a Jumanji Dingo Dollar Challenge introduced live on air via the actual Jumanji games console featured in the film by Dwayne and Kevin. Camp-mates had to complete three tasks echoing themes from the film to win the iconic Jumanji red jewel and shout “Jumanji!” to complete the challenge.
By placing our “ad” within the editorial of the show, we created a camp-mate challenge which broke the fourth wall of the show and subsequently broke box office targets, delivering an opening weekend 40% up on the original.