We were tasked with announcing the Zoolander sequel in a buzz-worthy way that would create mass awareness and excitement around the upcoming film release. In partnership with Valentino, leading characters Derek and Hansel walked the runway during the finale of their show at Paris Fashion Week. “First wave” launch efforts included an exclusive interview with Vogue Editor-in-Chief Anna Wintour, a collaboration with mega-influencer Jerome Jarre to create unique social content in real-time, and an influencer and press outreach campaign featuring IMG Models, digital talent and more.

In 24 hours, the campaign yielded over 1.6 billion impressions on Twitter alone with 10 tweets per second at its peak. News of Zoolander2 trended worldwide on Twitter, Facebook, Reddit and Buzzfeed, with editorial features on the homepages of Vogue, Mashable, New York Times Style Section and many more. Broadcast highlights included TMZ, Entertainment Tonight, SportsNation and multiple morning shows, with global press spanning from CBS, Esquire, Daily Mail, BBC, Bloomberg, CNN, ABC, Grazia, GQ, The Irish Times and beyond. With 25 million unique Live Story views on Snapchat and over 23 million loops on Vine, this campaign successfully announced that Zoolander 2 will arrive in theaters on February 12, 2016.

On March 10 2015, Derek and Hansel returned to the catwalk at the Valentino Runway Show. In the months leading up to Paris Fashion Week, we coordinated everything from the timing of the walk to their in-character meeting with Anna Wintour and Valentino’s Maria Grazia Chiuri and Pierpaolo Piccioli, and the placement of the world’s most popular Snapchat star, Jerome Jarre, in the front row for Derek to steal his phone mid-walk.

At a social media headquarters set up stateside, we coordinated social shares from digital talent like Bryan Boy, as well as monitored the activity and media buzz around the walk. Following the walk, Derek and Hansel were rushed through a frenzy of paparazzi and fans to the Eiffel Tower, where they were photographed bouncing on trampolines with IMG Models – further adding to the online media storm that quickly spread around the globe.

The ridiculously good looking duo took the media by storm yielding over 2 billion impressions across Facebook, Instagram, Twitter and Tumblr, trending worldwide on Twitter, Facebook, Reddit and Buzzfeed, while reaching over 500 million television viewers. Editorial features included the New York Times, CNN and Vogue, while global press spanned across Huffington Post, Daily Mail, BBC, Grazia and more. Snapchat garnered over 25 million unique Live Story views and Jerome Jarre’s Vine exceeded 24 million loops. The campaign was shared by hundreds of top media outlets, celebrities and brands, including Cara Delevigne, Anna Wintour, Ellen Degeneres, Nissan and Jimmy Johns.