The media campaign for Fast and Furious presents: Hobbs and Shaw extensively used social media, trailers, posters and interviews to promote the film. Featuring big names like Dwayne Johnson and Jason Statham, the trailers showcased the high-octane action scenes and comedic dynamic between the two leads. Through widespread digital and television advertising, the campaign successfully generated hype among target audiences, resulting in the film grossing over $758 million worldwide.

1. MEDIA CAMPAIGNS
For my analysis of a media campaign I will be analyzing the media campaign of
Fast and furious presents: Hobbs and Shaw. Whom had big names behind it like
Idris Elba, Dwayne Johnson and Jason Statham and directed by David Leitch
known for previous works like john wick and dead pool 2, 2 very successful box
office hits.
Overall Hobbs and Shaw grossed 758.9 million USD on the worldwide box
office.
The movie and cast were nominated for 5 awards including but not limited to:
best summer blockbuster and favorite male movie star of 2019 which Dwayne
Johnson was nominated for.

2. Social media marketing
The movie was extensively advertised on social media and
had a lot of AD space from small clips of trailers to posters
and influencers tweeting or posting about it.
All of the cast had posted on their own personal social
media accounts and many articles were written hyping the
film up this built hype as most people who go on social
media such as twitter or Instagram are between the ages
of 16-30 the films target audience and followers of the fast
and furious franchise
A journalist jokingly tweeting about the trailer with
His first impressions

3. Trailers
■ 2 official trailers for Hobbs and Shaw were made the first one
centered around introducing the main antagonist played by Idris Elba
and the terror he commits in the film, Idris Elba is a massive name in
Hollywood it then cuts to introducing the protagonists and their two
contrasting lives, played by two massive Hollywood names Jason
Statham and Dwayne Johnson these 3 actors are easily recognizable
and a huge selling point of the film.
■ The second trailer started with a more lighthearted approach with
Dwayne fighting an unnaturally huge opponent and Jason Statham
hugely outnumbered it then proceeds to show a huge fight scene
between Statham while cutting to Dwayne that takes out his
opponent with one punch.This shows the movie will not have high
adrenaline action scenes but more lighthearted times too, this same
scene was altered in different ways and advertised on social medias.
It then shows car chases and fight scenes.
■ Both trailers are full of fast paced shots to indicate its high action
scenes packed into the feature film.

4. Advertising
The first poster features the main selling point of the film, the contrast between the two characters Dwayne in sunny
Miami and with a motorcycle and casual clothing showing his character to not be too serious while Jason in slightly
gloomier London with a sports car and formalwear and in the poster the only thing separating them is a road
Then the other 2 features the 2 characters respectively this once again shows the 2 main characters that are each selling
points and there is a big fanbase for both of them
An ice tea brand partnered with universal
to drive sales
“The specially made “Cans ofWhup Ass”
will be available for consumers through sweepstakes,
on Brisk social media, at ComplexCon in Chicago,
and at select retail activations and early screenings of
“Fast & Furious Presents: Hobbs & Shaw”
throughout the country this summer.”

5. Articles, media and press
■ The 2 stars were interviewed by entertainment weekly “The Fast & Furious franchise has two new stars
behind the wheel.After eight films, the series is turning the ignition on its first spin-off, uniting fan-
favorite characters Luke Hobbs (Dwayne Johnson) and Deckard Shaw (Jason Statham).” entertainment
weekly is a major tabloid company and this will surely be viewed by possible fans of the fast and furious
franchise, Dwayne or Jason
■ While marketing was underway Neal moritz who was with the franchise since the first one was not going
to appear in future films due to a disagreement between him and universal and he had no standing in
this film as the film is a spinoff and didn’t fall under his contract.This separates this title from the fast
and furious franchise so even people who are not fans of the franchise can follow the story and fans of
the franchise will be drawn to the film as the name is behind it
■ Profiles of Dwayne and Idris were made focusing on their latest films and their careers and the cast
featured on multiple talk shows together
■ In the film Johnson presented a Samoan war dance authentically he spoke of this and the impact it had
on him on an article with LAtimes

6. timeline
Nov 2015
Possible spin off
of fast and furious
announced
Nov 5 2019
Blue ray,4k and DVD
physical release
And was advertised
through social
Medias such as
Facebook and Instagr
Oct 2017 film
announced
The first poster was released
on January 31, 2019,
featuring Timothy Arumadri.
The first trailer
was released
on February 1, 2019,
Tv spot aired during the latest
super bowl at the time of
February 3 2019
A second trailer
was released
on April 18, 2019.
The final trailer
was released
on June 28, 2019.
Social media marketing started in June
and continued through release
Official release in august 3rd

7. Features of the Hobbs and Shaw media campaigns
■ All of these media campaigns whether it is a trailer, a poster or on social media have a similar style that is
recognizable as Hobbs and Shaw and fast and furious franchise as a whole as they all feature high end
vehicles a staple in the fast and furious series and a lot of them whether it is the antagonist side or or the
protagonists. the lighting is never usually specific however it is prevalent that the designers have opted for
more brighter lighting to showcase the high end cars and famous actors that this film would feature.The
emphasis of Jason Statham's and the Dwayne Johnson's character’s teaming up is prevelant throughout all
media formats as it is a main selling point of this spin off. the font stays the same or similar throughout all
media formats.

8. Effectiveness of this marketing campaign
■ Overall the marketing campaign for the film was a success, stars were interviewed and extremely well
made trailers were shown across most of the huge platforms, the audience knew the gist and were hooked.
The ads were marketing this as an action comedy about two very different men who have a dislike for each
other and their absolute need to team up and save the world.This was marketed such as people knew that
you didn’t have to have followed the fast and furious story as it is a spin off however will not alienate long
term fans as the film has stayed true to the fast and furious lore the target audience which are millennials
with a casual interest in movies were appropriately advertised to.

9. evaluation
■ The campaign was incredibly successful fans of the franchise and newcomers alike flocked to the cinemas
worldwide and was especially popular in USA and china. Fans used the internet and social media to hype the
release while not the most critically loved film the audience were generally satisfied after watching