Lionsgate asked Way To Blue to deliver a meaningful, integrated 360° digital campaign to promote the domestic theatrical release for Wonder. The brief was to build a strong community of advocates and inspire fans to join the global #ChooseKind movement through engaging content. We created an award-winning campaign that did just that…

Our approach was to kick off post-trailer by launching our Digital Book Club, hosted on the official WONDER Facebook page. Each week, a member of the core cast recorded a video asking a question pertaining to the assigned reading, encouraging fan involvement and parlaying book fans into movie fans. The book club lasted 10 weeks and went on to be one of the highest performing activations of the campaign.


As an extension of our official Facebook page, we created a Discussion Group for teachers to gather and promote spreading kindness in classrooms across the country. Each week, we prompted the group of over 6,500 teachers with a discussion question to start the conversation. Teachers were encouraged to share their own testimonies and pictures of their classroom to show how WONDER shaped their curriculum.


To capitalise on the buzz surrounding #WorldKindnessDay, we “trolled” Twitter with kindness for 24 hours with positive and inspiring messaging. Sourcing tweets from key hashtags, we tweeted back to users frequenting those hashtags with a message of kindness.


In the name of kindness we also created a WONDER branded Facebook Frame for users to pledge to choose kind on #WorldKindnessDay. Throughout the day, the Frame saw over 18,000 uses. We held multiple sweepstakes to encourage fans to share Wonder. Fans were prompted to upload their photos of their theater experience using #GoSeeWonder for a chance to win a Wonder-themed prize pack and to be featured on the official website.

We grew the social accounts to a staggering 838k followers across Facebook, Twitter and Instagram, generating over 24M impressions by week of release. The Digital Book Club proved to be our most successful activation by reaching 1.3M fans with a total of 31,817 engagements. The announcement of the book club in its first week achieved the highest engagement with 8,469 interactions (likes, comments, shares, retweets) and reaching over 250,000 people.


Followers across


Impressions by
week of release