Submitted by Pulse AdvertisingAgency IPI Score 41/100

Pulse x Jumanji: #JumanjiChallenge on TikTok

Influencer Marketing

Pulse Advertising supported the official #JumanjiChallenge on TikTok for Sony's Jumanji film launch with 20 creators and an interactive filter, and reports 5 B+ creator views.

5B+Creator views
1M+Total views
20Creators

Case in 60 seconds

Sony was launching a new Jumanji film and needed its official #JumanjiChallenge on TikTok to produce creator content that audiences would watch and share across markets rather than in a single country.

The campaign appears to turn on the film's own premise, because a story about people becoming game characters translates directly into a filter that lets creators show themselves as their Jumanji alter ego.

Pulse Advertising built the work around an interactive filter inside the official hashtag challenge, so the creative asset was the transformation itself rather than a scripted message about the film.

Pulse Advertising worked with Sony and 20 creators on TikTok, helping produce videos that used an interactive filter to show each creator as their Jumanji alter ego in support of the official #JumanjiChallenge.

Pulse Advertising reports 5 B+ creator views and 1 M+ total views for the campaign, while how either figure was calculated is not stated and the second figure sits below the first.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

TikTok users worldwide, described by the agency as a global audience for content that could be easily enjoyed and shared around the world.
Based on the available evidence, the film acts as the source of the creative device rather than its subject, since the filter turns each creator into a Jumanji character and the brand appears through that transformation.
The approach suggests that people share content in which they themselves appear transformed more readily than content about a product, although the page does not state any audience research behind the choice.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • Pulse Advertising (lead_agency)

Participation mechanic

  • Creators joined the official #JumanjiChallenge on TikTok by posting videos made with an interactive filter that showed them as their Jumanji alter ego.

Results & Evidence

MetricValueResult type
Creator views5 B+ Creator viewsvideo_views
Total views1 M+ Total viewsvideo_views
Creators20 Creatorscreators_count

Why Pulse Advertising's strategy worked

  1. 1

    A filter drawn from a film's central premise gives creators a reason to post that already carries the story, so the content promotes the release without reading as an advertisement for it.

  2. 2

    Anchoring creator videos to an official hashtag challenge collects scattered posts under one tag, which appears to be what lets a launch built on 20 creators operate at the global scale the agency describes.

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