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Uncharted Treasure Hunt with Tom Holland
Sony Pictures Italia wanted to celebrate its new film 'Uncharted' originally and unconventionally through influencer activity. We chose to put two influencers in the shoes of Nathan Drake and Sully with a treasure hunt in the eternal city.
#BrandedContent
#InfluencerActivation
THE CHALLENGE
How to bring viewers into the atmosphere and environment of the highly anticipated Uncharted movie before its theatrical release?
THE IDEA
The Uncharted Treasure Hunt
A series of unique locations and mysterious puzzles were the backdrop to an adrenaline-pumping treasure hunt around some incredible locations in Rome (Giardino degli Aranci, Istituto Nazionale di Studi Romani, Cave di Claudio, Mitreo del Circo Massimo). Our treasure hunt features a couple of exceptional explorers: the travel influencer Human Safari and the gamer MikeShowSha.
HOW WE DID IT
Epic branded video content
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Sic Parvis Magna. "Greatness from small beginnings”
It all started with a mysterious crate that arrived at the 2 influencers' homes. What was inside? A series of riddles and all the tools they'd need to tackle the treasure hunt.
The two adventurers experienced the treasure hunt first-hand in the Eternal City through unexplored locations steeped in history.
A mysterious and unusual journey took them through unfamiliar roman sites to confront a series of puzzles that tested their skills before finally arriving at the most important encounter: a real-life encounter with Nathan Drake, a.k.a international star Tom Holland!
Then, director Ruben Fleischer closed the tale with an unexpected cameo and a special message.
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THE RESULTS
A treasure full of contents
Instagram Stories, Reels and a 7 minute YouTube video storytold the tale of a truly unique adventure starring Human Safari and MikeShowSha. These two influencers have over 2 million followers on Instagram and 4 million subscribers on YouTube.
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The results? They were truly epic
2.5 M
Impressions
generated from MikeShowSha and
Human Safari’s IG Stories
438 K
Views
7’ video on Sony Pictures
YouTube channel
643 K
Views
60’’ trailer on Sony Pictures
Instagram channel
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Xister Reply is a digital creative agency of the Reply Group, established in 2002 in the heart of Rome, Italy. Xister Reply process goes from strategy to implementation, delivering not only great creativity, but also finely crafted finished products. Xister Reply is driven by its attention to detail, passion for beauty and natural Italian style.