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Minute Media – 90min/Suicide Squad

90min partnered with Warner Brothers Studios to drive buzz for the launch of the Suicide Squad movie worldwide. The football media platform created social engagement tools tailored to the movie alongside an authentic branded content strategy that integrated the movie and its characters within the 90min editorial flow, engaging over 40M millennial males globally. The campaign included a social tool that enabled fans to create their own ‘squad’ of which players should start the next Euro and Copa game. 90min also created a proprietary Squad Reaction tool, a new touchpoint for fans to emotionally engage with any piece of content on 90min, leveraging the characters from the movie that saw fans rate content based on the movie characters, such as Harley Quinn for ‘Crazy”, The Joker for “LOL”, El Diablo for “On Fire” and Deadshot for “Spot On”. The Squad Selector generated 27.7 million impressions, with more than 250,000 squads created and an increased social engagement rate of 33% against benchmarks.