We planned to start airing media in January. Since awareness was high, we pulled back, focusing on a super high profile event, launching media during the week of Super Bowl. Fan sweepstakes to the premiere were announced.For the next couple of weeks, instead of a traditional frequency campaign, we aligned with big events including the Grammy’s, Academy Awards and NBA All Star Game. The month before release built excitement through countdown clocks across online, outdoor, TV and radio. Advance ticket sales were released for fans, followed by media support like YouTube’s homepage roadblock. Promotions finally gave fans additional footage. Celebrity DJ Ryan Seacrest did radio promos to drive entries to the red carpet sweepstakes. At the premiere, fans camped out to increase chances to meet the cast. Red carpet interviews live-streamed on Yahoo! and digital boards allowed fans around the world to be part of the phenomenon.

The film’s opening shattered both social media and box office records •3rd biggest opening weekend in box office history•2012’s #1 opening weekend with $155m in ticket sales•Integration in The Pretty Little Liars finale generated 32,000 tweets per minute at peak and nearly 1.6m on air date.•1+ million live premiere streams downloaded in 160 countries•7+ million live streams of Yahoo! content