Mekanism's Social Media Campaign Helps Planet of the Apes Find Box Office Success

In creative agency Mekanism’s video campaign for Rise of the Planet of the Apes, we are reminded the fictional account of an ape takeover has roots in reality. In these now-viral videos, marked as pieces from 20th Century Fox’s Research Library, we see apes instinctively shooting AK-47s and using machetes to chop their food into bite-size bits. Mekanism curated these depictions of ape intelligence, then pushed them out to key “influencers” (YouTube stars, movie-bloggers) via social media.

In an article from the Wall Street Journal, Mekanism’s President and Executive Producer Jason Harris says, “When we asked if there was a larger message for the brand, we were told that whatever we do, our job was to help sell tickets.”

Mekanism clearly did their job, because Rise of the Planet of the Apes hit number one in the box office this weekend. Heads up--our monkey relatives are gaining momentum.

[via The SF Egotist]