Fans of Disney Plus’ Percy Jackson and the Olympians discovered evidence on social media on January 22 that Percy Jackson was going to be popping up in key locations across the country—New York City, St. Louis, Las Vegas and Santa Monica—all stops on the young demigod’s own quest in the series.

Some 24 hours before the activation launched, the show’s social media accounts dropped clues to help fans find the locations. They could then go take pictures and collect swag, such as Camp Half-Blood t-shirts and stickers, to post on their own social media.

On Wednesday, January 24, more than 300 fans queued up for hours to take pictures with the “Percy Was Here” sign, see the “Hermes Express” delivery box and travel to the top of the Empire State Building to visit Mt. Olympus and take more pictures. That display will remain for the next two months.

Inspired by Percy’s own dangerous quest to find Zeus’ “Master Bolt” to stop an all-out war between the gods, the event then spread out to St. Louis, Las Vegas and Santa Monica on January 26, January 27 and January 29, respectively. The clues and the selfies kept coming as the show headed into its season-one finale on Tuesday, January 30.

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In St. Louis, about 300 fans showed up in the cold and rain to take pictures under the famed St. Louis Gateway Arch, where Percy battles the Chimera.

In Las Vegas, more than 500 fans found the entrance to the Lotus Hotel as a painted mural along with the giveaways. Las Vegas local Olivea Morton, who plays Nancy Bobofit, surprised fans as they waited in line.

The final stop was the gates of the Underworld at the Santa Monica Pier, where fans started queuing up at 5 a.m. for a 1 p.m. activation. At that time, fans found Percy’s mark in both the sky and the sand with a custom sand sculpture of the Percy Jackson logo and skywriter noting that “Percy Jackson was here.” The show’s lead trio of Walker Scobell (Percy Jackson), Aryan Simhadri (Grover Underwood) and Leah Save Jeffries (Annabeth Chase) appeared to meet and greet fans.

The activation, working with both influencer and organic users and using the hashtag #percywashere, attracted a total of 6.6 million views and 375,000 engagements across Percy Jackson’s handles on Instagram and TikTok, according to Disney Branded Television. In the past week, #percyjackson scored 220 million views on TikTok in the U.S. and was the platform’s fourth-highest trending topic in the news and entertainment category, according to TikTok for Business.

Percy Jackson and the Olympians is based on Disney Hyperion’s best-selling book series by Rick Riordan. Created by Riordan and Jon Steinberg, Percy Jackson and the Olympians is executive produced by Steinberg and Dan Shotz alongside Riordan, Rebecca Riordan, The Gotham Group’s Ellen Goldsmith-Vein, Bert Salke, The Gotham Group’s Jeremy Bell and D.J. Goldberg, James Bobin, Jim Rowe, Monica Owusu-Breen, Anders Engström and Jet Wilkinson.

Tags: disney branded television percy jackson and the olympians social media campaign


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