AIR BUD ENTERTAINMENT
PUP STAR FILM LAUNCH
Crafting an all-digital launch plan for the latest Air Bud film franchise.
If you didn't know, Air Bud—the basketball sharpshooting golden retriever—has his own media empire and streaming service for the young'ns. Always a forward thinker, Buddy directed our team to conceive a social-first campaign for a new film franchise, Pup Star, where dogs compete in a national singing competition. View trailer.
My team and I developed paid and organic social strategy resulting in dozens of original content pieces and singing collaborations with popular dog accounts from Instagram.
Outside of the usual film promotion, our social campaign was led by a fun stroke of photoshop: the dog stars of the film placed into recognizable album covers. This included content posted in real-time around major musical events such as the Grammy Awards.
Even influential pups like @TunaMeltsMyHeart got in on the singing to promote the film.
The Pup Star franchise is three successful films in as of this writing, and serves as the lead franchise for Air Bud Entertainment.