More Than a Premiere

The Divergent launch event was designed to extend beyond the red carpet and turn fan excitement into ongoing engagement. A two-week social campaign gave fans the chance to win a meet-and-greet with the cast, while an interactive mobile game inspired by the film’s factions kept crowds engaged on-site and helped grow the fan database.

The experience also included event signage, video walls and social content, with creative direction extending through the live event and videography.