For Keanu, Key and Peele's first motion picture, the social campaign had to take the internet's favorite animal, cats, to a whole new level. The social push centered around fun and shareable cat posters, remixing Keanu (the stories kitty star) in famous T.V. and movie posters. These adorable posters were supported on social with an kitty version of the Keanu trailer. These activations built an engaged fan base that caused Keanu to trend on Facebook and Twitter and hit the front page of Reddit multiple times.
To coincide with the social push, cat cafes were planted around the country where fans could go and adopt cats (that were dressed up as cute gangsters), get movie swag, and actually meet Key, Peele, and even their co-star Method Man.
Finally, a photo feature was created that allowed fans to turn their pets into gangstas that they could then share across social platforms. This activation had over a million uses on launch day, and continues to be used to this day by animal lovers everwhere.
Try it on your pet