To build anticipation for Season 2 of The Wilds on Prime Video, we launched an immersive campaign designed to deepen fan engagement and broaden the show’s YA thriller audience. Leveraging the show’s built-in conspiracy and devoted online fandom, we turned marketing into a storytelling extension—asking one central question: How far is too far?
Strategy and Execution
Our team created an interactive social campaign centered around a custom text activation that broke the fourth wall. Fans became researchers working for the show's antagonist, Dr. Gretchen Klein, receiving exclusive intel via SMS and Reddit posts.
We distributed recruitment flyers with in-world phone numbers and QR codes, collaborated with executive producers to script in-character comms, and enabled direct dialogue between fans and Dr. Klein, including personalized responses.
We also launched a surprise in-world phone hack to release behind-the-scenes content disguised as leaked footage.
The campaign landed “some of the highest engagement rates ever seen on Community,” according to a Community representative, earning over 6M organic impressions, a 60%+ click-through rate (19.5% benchmark), and 13k retweets of the Official Trailer drop within 4 hours.
The printout flyers featuring the phone number (US/Canada) or a QR code to follow along on Reddit reached fans globally with no paid support, but engaged superfans on socials to help print and post the flyers in their area. The QR code received scans around the world including the UK, Brazil, Germany, France, Spain, Italy, Canada, Czechia, Philippines, Mexico, Chile, Saudi Arabia, Argentina, Portugal, Sweden, Australia, Austria, Belgium, Bulgaria, Greece, Ireland, Netherlands, and Peru.
Across six social posts for this campaign on @TheWildsOnPrime Instagram and Twitter, we collectively earned 329k impressions and 15.5k engagements.
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