TikTok Dinner - Abby Ho on 'thinking and acting like a fan 'when given Percy Jackson's IP
Category
✨
PeopleTranscript
00:00Well, Abby, let's talk about when you have a piece of IP that is super popular that has
00:05a massive fan base like Percy Jackson.
00:08And when you're delivered that IP, there's so many opportunities, so many things that
00:12you can do, but also maybe there's parameters because it is IP that has sort of guardrails.
00:18So how do you attack something like that?
00:20That is a great question.
00:21When you're gifted something from Rick Riordan, who produced a series of novels, Percy Jackson,
00:28you're already kind of part of that community, right?
00:31At the end of the day, this is an established fandom.
00:34There are people who have fallen in love with the books for years, and you really have to
00:38do right by them.
00:39You have to honor that community and understand that fandom and really think and act like
00:45a fan.
00:46So I think the first step ultimately is what do they love about this property?
00:50How do you engage and how do you show up in that community and earn your space in that
00:54community?
00:55For this campaign, right off the bat, we actually started...
00:59Our first beat of our campaign was we had a small street team at San Diego Comic-Con
01:04dressed up as Camp Half-Blood counselors.
01:08We quickly followed that up with a really great date announcement that was launched
01:12on Percy Jackson's birthday, which is a key fandom moment for the community to really
01:17earn our space, to be like, this is why we're here.
01:19We know this show, we know this brand, and you can trust us with this beloved property.
01:25And from there, we really continued to deliver the goods.
01:29We had a really active community engagement strategy week to week when we launched the
01:33show.
01:34We had a really deep BTS campaign, which showcased a lot of the making of the series in a really
01:41fun, organic, social way, which actually, thank you to TikTok for helping us really
01:46push that narrative forward.
01:49We had over 100 pieces of BTS throughout the season.
01:53We even launched a watch party during the premiere week.
01:56There was just an endless array of tactics to make sure that we always were on and delivering
02:03that conversation for the community.
02:06And I guess, at the end of the day, the real learning is that we have to really put it
02:13through a fan lens and continue to really engage them in that way, but also not narrowing
02:21it only to fans.
02:22We have to be broad.