To promote the badass nature of the iconic Sly Stallone and The Expendables theatrical release, Lionsgate paired up with digital agency The Visionaire Group to create an online ad via a YouTube brand channel where the conventional press junket interview is literally blown apart as the user witnesses Stallone’s “take no prisoners” approach firsthand.
Garnering over 3 million views in under a month, this online ad was built with viral in mind. Of course, it doesn’t hurt that Sly, the biggest name to participate in a custom digital piece of this nature to date, destroys the page as he demands that users #dont4get2share.
