SAN ANDREAS WOULD NOT BE JUST THE STORY OF AN AMERICAN EARTHQUAKE, BUT A PLATFORM TO SAY THANK YOU TO LATIN AMERICA’S UNSUNG HEROES WHO RESPOND TO REAL-LIFE EMERGENCIES.

The story of San Andreas is the story of an everyday man, played by A-lister Dwayne Johnson, whose character embarks on a heroic quest to help others and his family in the midst of a terrible earthquake.

Our insight was that, in every natural disaster, regular people sacrifice so much to help others, showing true acts of courage.

These everyday men and women were a cause for pride and positive sentiment. Latin America had hundreds of its own Dwayne Johnsons – people who had risked their lives to help others, often people they didn’t know.

SAN ANDREAS STAR DWAYNE “THE ROCK” JOHNSON ADDED HIS PERSONAL THANKS.

We teamed up with Discovery, Latin America’s biggest and most credible factual channel. This partnership gave us not just great factual content, but also credibility.

Discovery would schedule an earthquake-themed weekend prior to the release of San Andreas, as well as promoting the film and our special content via social media and their digital outlets.

Discovery would also become the first stage of our platform to celebrate bravery across the continent.

During the earthquake-themed weekend, we also aired specifically-created capsules featuring the star of San Andreas, Dwayne Johnson, paying tribute to the local heroes.

We took our celebrations even further where first responder groups were invited to special screenings in the major Latin American cities. Our local heroes were personally thanked on screen by Dwayne Johnson.

These screenings helped to attract huge publicity and awareness of the incredible work done by first responder groups, garnering

Our unique insights and strategy playing to the sensibilities of the region were critical in ensuring that Latin America embraced our celebration of the bravery of everyday heroes in the face of natural disasters.

SAN ANDREAS BECAME WARNER’S THIRD-BIGGEST FILM OF ALL TIME IN LATIN AMERICA – THE BIGGEST EVER IN CHILE, COLOMBIA, MEXICO, PERU AND VENEZUELA.

The film was watched by nearly 19m people and Latin America was one of the best performing regions, contributing 23% of worldwide box office, compared to a regional average of 14%.

Our cinema screenings generated hugely positive media coverage worth $4m. The personal messages from Dwayne Johnson generated plenty of positive social media responses with rescue groups also filmed thanking him in return for his kind words.

Our content celebrating rescue services attracted nearly four million users on Facebook, with a further 2.5m watching on Discovery.