Franchising Fantasy: The Marketing Magic Behind Percy Jackson and One Piece

Key Takeaways

• The marketing teams for "Percy Jackson and the Olympians" and "One Piece" employ an "always-on" approach to engagement with fans to keep anticipation high between seasons.
• The teams use a variety of marketing strategies, including social media, partnerships, and activations, to engage with fans and attract new viewers.
• The shows’ active and powerful fandoms play a crucial role in the marketing efforts, with the teams seeking to honor and engage with fans through their campaigns.
• The marketing teams face challenges such as extended hiatuses between seasons and the need to remain relevant in the offseason.
• The teams aim to create a sense of excitement and anticipation around the shows, with the goal of making the season premieres must-see events.

Introduction to the Challenge
The highly anticipated second season of a popular television series is a significant milestone, but it also presents a challenge: how to avoid the dreaded "sophomore slump." The marketing team plays a crucial role in ensuring the show’s trajectory continues to rise, and in today’s fragmented digital media ecosystem, simply announcing the season premiere date is not enough. The teams behind "Percy Jackson and the Olympians" and "One Piece" have shared their strategies for creating a must-see event around their shows’ second seasons.

The Importance of Fandom Engagement
For both shows, the active and powerful fandoms are a key factor in the marketing efforts. Jonathan Helfgot, Netflix’s vice president of marketing, U.S. and Canada, notes that the "One Piece" fandom is particularly passionate, with the show being the number one manga in Japan. The team seeks to bridge the gap between seasons by keeping the characters alive in the fans’ lives, and this approach has been inspiring to see. Erin Weir, executive vice president, marketing for ABC and Disney Entertainment Television, agrees, stating that the "Percy Jackson" fandom is hyper-engaged and rabid on social media, and the team taps into this enthusiasm routinely.

The "Always-On" Approach
To keep anticipation at a fever pitch, the marketing teams employ an "always-on" approach to engagement with fans. This involves regularly posting updates, behind-the-scenes content, and other engaging material on social media, as well as partnering with other brands and organizations to create activations and events. For example, the "Percy Jackson" team created a 3D billboard activation in Hollywood with a water-filled tidal wave effect, while the "One Piece" team released a Christmas Day NFL pregame announcement featuring a fan favorite character. These efforts help to maintain a sense of excitement and anticipation around the shows, even during extended hiatuses between seasons.

Competing in the Market
When it comes to competing with other shows, Helfgot notes that it’s essential to stay in touch with the fan part of oneself and not get too caught up in what the competition is doing. Instead, the focus should be on creating the best marketing and fan engagement possible, and this comes from being a fan oneself. Weir agrees, stating that the "Percy Jackson" campaign is as big as it gets in the television space, and the team’s goal is to make a moment out of the season premiere. By focusing on the fandom and creating engaging experiences, the teams can create a sense of excitement and anticipation that will draw in both old and new viewers.

The Logistical Challenges
The marketing teams face significant logistical challenges, including extended hiatuses between seasons and the need to remain relevant in the offseason. The "Percy Jackson" team had 23 months between the Season 1 finale and the Season 2 premiere, while the "One Piece" team is facing a gap of over two and a half years. To overcome these challenges, the teams must be creative and strategic in their marketing efforts, using a variety of tactics to keep the shows top of mind and build anticipation for the new seasons.

Conclusion
In conclusion, the marketing teams behind "Percy Jackson and the Olympians" and "One Piece" are employing innovative strategies to create a must-see event around their shows’ second seasons. By engaging with the active and powerful fandoms, using an "always-on" approach, and focusing on creating exciting experiences, the teams aim to avoid the sophomore slump and keep their shows on a upward trajectory. As the television landscape continues to evolve, these strategies will likely become even more important, and the teams that can successfully execute them will be well-positioned for success.