Tapping into fandoms to spark a new wave of interest for a movie
Warner Bros partnered with Sleeq to bring Godzilla x Kong: The New Empire into the heart of fan culture.
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THE CONTEXT
To promote Godzilla x Kong: The New Empire, Warner Bros joined forces with Sleeq and Guillaume Pley’s media LEGEND to dive into the fandom universe. A one-hour YouTube talk show explored monster myths and fan theories, then was repurposed into short clips for TikTok and Instagram — blending authentic fan culture with sponsored reach to spark hype around the film.
THE BREAKDOWN
The Challenge
To relaunch an iconic franchise, Warner Bros needed to reignite curiosity among Gen Z — an audience that no longer consumes film marketing through traditional trailers alone. The goal: tap into existing fan theories, conspiracy-style content, and cultural codes of YouTube and TikTok to spark authentic conversation around the movie.
The Strategy
The insight was simple: Gen Z thrives on conspiracies, theories, and fan-driven storytelling. From “hollow earth” to monster battles, the Godzilla x Kong universe already provided fertile ground. The strategic direction: create content that looked and felt like part of these communities, blending entertainment with speculation to build intrigue and anticipation.
The Solution
Sleeq partnered with Guillaume Pley’s media LEGEND to stage a long-form conversation designed to look like a real exploration of the Godzilla x Kong fandom. Guillaume invited two explorers to dive deep into theories, conspiracies, and fan narratives around the monster universe. - 1-hour YouTube episode, crafted as a credible fan discussion - Multiple short-form clips, cut from the main video and optimized for TikTok & Instagram - Paid amplification, turning organic-style edits into high-performing sponsored content This hybrid format allowed the campaign to reach both engaged fandoms on YouTube and wider mainstream audiences on TikTok and Instagram.
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WHAT THEY SAY
"By turning fan theories into entertainment, this campaign made Godzilla x Kong part of the cultural conversation long before its release."
Marketing Manager, Warner Bros France
WHAT THEY SAY
Strategic influence meets branded storytelling
Sleeq handled the full scope of creative, from strategy to execution:
1-hour YouTube talk show hosted by Guillaume Pley with two explorers
Deep-dive into conspiracies, myths, and fan theories around the monster universe
Strategic repurposing into short-form clips for TikTok & Instagram
Paid amplification to maximize reach and spark wide conversations
A hybrid format bridging fandom authenticity and mainstream visibility
THE NUMBERS
Massive cultural reach & real-world conversions
+6,3M
Online views
+700K
YouTube views
12
Total content for YouTube/TikTok/Meta
USER IMPACT
Their audience said it all.
When the collab dropped, the comment section exploded.
Local community members.
“This is the content we need more of!”
@melvintraining – TikTok
“I signed up at Fitness Park the same day lol.”
@maxfittt – TikTok
“Whoever did this campaign deserves a raise.”
@clairecardio – TikTok
“The BEST influencer collab I’ve seen this year. 🔥”
@marcoplatform – Twitter/X
“Finally an ad that doesn’t feel like one 👏”
@julesprod – YouTube Shorts
Local area.
“This is the content we need more of!”
@melvintraining – TikTok
“I signed up at Fitness Park the same day lol.”
@maxfittt – TikTok
“Whoever did this campaign deserves a raise.”
@clairecardio – TikTok
“The BEST influencer collab I’ve seen this year. 🔥”
@marcoplatform – Twitter/X
“Finally an ad that doesn’t feel like one 👏”
@julesprod – YouTube Shorts
Diverse age range.
“This is the content we need more of!”
@melvintraining – TikTok
“I signed up at Fitness Park the same day lol.”
@maxfittt – TikTok
“Whoever did this campaign deserves a raise.”
@clairecardio – TikTok
“The BEST influencer collab I’ve seen this year. 🔥”
@marcoplatform – Twitter/X
“Finally an ad that doesn’t feel like one 👏”
@julesprod – YouTube Shorts
OUR WORK
From iconic brands to viral moments.
Every campaign we craft starts with cultural insight and ends with performance. Rooted in social media and influence, our ideas are built to live where attention lives, and to turn into lasting impact.
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