Objective: Activate fans and drive social engagement for Season 2 of Umbrella Academy.
Solution: We released a custom Giphy sticker that fans could use as a tattoo on their Instagram stories. We introduced this feature asking fans to share their tattooed pics, tagging @umbrellaacad. After fans shared, they were added to our Close Friends filter, thus inducting them into the Official Umbrella Academy Fan Club.
Once inducted, members gained access to their Umbrella Academy Membership Card, along with exclusive insider content. Campaign teasers, key art, trailers, and other Season 2 clues were delivered to members before being distributed through larger media channels as the season played out.