MrBeast Wants To Give You His Money
In Amazon Prime’s Beast Games, the internet’s biggest creator is hosting the biggest competition to win the biggest pile of money ever won. So how do we get people excited to watch this record-breaking spectacle? Simple, we bring the games to them.
Amazon Prime: Beast Games
2,000 contestants compete for a chance to win $5,000,000 cash. With the most contestants competing for the largest prize, this show was designed to break records. Contestants spent the season enduring absurd-scale physical, mental, and social challenges. In true MrBeast fashion, the show had audacious sets and stakes to test strength, wit, and will.
We Enlist The Internet
We kicked off the campaign by initiating the world’s top 50+ creators (and their audiences) directly into the Beast Games world. With hundreds of millions of followers brought into the world of the Beast Games, there was truly no stone unturned. We had guards from the show find them at their doorsteps, as they ran errands, while vacationing, as they ate their lunch...
Wherever they were, the games were there too.
All at once, our mysterious guards were there to ominously welcome the uninitiated.
Bring Out the Guards. Bring in the Briefcase.
Silent, faceless, imposing guards struck unexpectedly to hand deliver a mysterious Beast Games briefcase to the most famous names across the internet.Which makes sense because MrBeast is weirdly known for briefcases. Whether giving away money in them or launching his products, briefcases are a MrBeast trademark.
The Beast Games Briefcase
An all-black, solid metal tactical briefcase gave each delivery an ominous yet luxe tone. Inside, creators were greeted with a personalized video challenge from Jimmy himself, along with a uniform for them to wear during the challenge, stacks of cash, Beast Bucks, branded electronics to take things to the next level, and other secrets hidden throughout the case itself.
This meant the guards didn’t simply hand over another influencer box – they handed creators a uniform and a series of challenges to kick off the games right here, right now.
Inside the Case
Global Initiation
With hundreds of millions of eyes on our every move, we had to coordinate everything to drop with precision as we had guards across the world create a simultaneous initiation to ensure curiosity spread fast.
With each case dropped, the hype grew exponentially.
With each delivery coming from one of our mysterious, foreboding, silent guards, reactions and content were as wild and unpredictable as the show itself. Perfect.
As the hype grew, our guards were sent to Times Square to protect the $5,000,000 cash prize as we gave out Beast Bucks and other surprises in games hosted by Jimmy and other creators.
The work led to so much social content, podcasts, Twitch takeovers, drone shows, living billboards, and so much more. A collective ‘WTF’ rang out across the internet that could only be answered by watching the show to see how all the easter eggs fit.
And watch they did.
A record-breaking 60M viewers on YouTube’s premiere episode.
A debut at number one on Prime in over 80 countries.
After a premiere like this, the show was immediately renewed for two more seasons.
Opportunity knocked, and to answer it, we broke records, broke timelines, broke expectations. Now all we can do is wonder how we can possibly top all of this next season.
All work © Brett Brown