Submitted by Wpromote

Peacock Twisted Metal Creator Strategy

Influencer Marketing

Wpromote rebuilt the Twisted Metal launch for Peacock around gaming, cosplay and comedy creators after the strikes halted promotion by writers and actors, and reports 32M true reach.

32MTrue Reach
987KEngagements
61%Below CPA Goal

Case in 60 seconds

Peacock was launching Twisted Metal, an original series adapted from a video game, when the WGA and SAG-AFTRA strikes stopped promotional appearances by writers and actors, so the usual awareness push was no longer available.

The campaign turns on existing fandom for the game rather than on star appearances, because creators from gaming, cosplay and comedy communities could reintroduce the original IP to viewers without crossing the strike.

Wpromote replaced the strike-blocked promotional run with an influencer-centric strategy, selecting creators for brand affinity and audience fit rather than entertainment-industry ties, and checking that none were anti-union or publishing content against the strike.

Creators from the video game, cosplay and comedy communities posted across TikTok, Instagram and YouTube with largely free creative control, producing review videos, gamification elements, comedy skits and pop culture-focused AR. A cosplay creator covered the San Diego Comic-Con activation on-site, while a comedian hosted the New York series premiere party for Twisted Metal.

Wpromote reports 32M true reach and 987K engagements for the creator campaigns, and prints 61% beside a Below CPA Goal label, while the page states no subscriber or viewing figures for the series.

Strategy Breakdown

Viewers in the gaming community and beyond, including fans of the original video game whom the campaign set out to refamiliarize with the IP ahead of the new series.
The WGA and SAG-AFTRA strikes removed writer and actor appearances, and many entertainment-affiliated creators stood in solidarity with the unions, so the page frames partner selection as a question of stance as well as reach.
Peacock produces originals to drive new subscriber acquisition and retention, so losing the usual promotional appearances at launch put the main lever for a new series at risk.
Peacock provided messaging points and feedback but largely gave creative control to the creators, so the brand set direction rather than scripting the content.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram
  • YouTube

Partners

  • Wpromote

Results & Evidence

MetricValue
True Reach32M true reach
Engagements987K engagements
Below CPA Goal61%

Why Wpromote's strategy worked

  1. 1

    When talent cannot promote a launch, creators close to the source material can carry awareness, because their audiences hold an attachment to the IP rather than to the cast.

  2. 2

    Vetting creators for stance as well as fit protects a brand during a strike, because partnering with an anti-union creator would have turned a promotional gap into a reputational problem for Peacock.

  3. 3

    Setting messaging points while leaving creative control with creators produces a spread of formats, from review videos to comedy skits, which lets one launch reach gaming and comedy audiences in their own register.

  4. 4

    First-time brand partners can hold high-visibility roles when chosen for affinity rather than track record, as the page shows with a cosplay creator at Comic-Con and a comedian hosting the premiere.

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