Based on Disney-Hyperion’s best-selling book series by award-winning author Rick Riordan, "Percy Jackson and the Olympians" is a Disney+ Original series that tells the fantastical story of a 12-year-old modern demigod, Percy Jackson, who's just coming to terms with his newfound divine powers when the sky god Zeus accuses him of stealing his master lightning bolt. With help from his friends Grover and Annabeth, Percy must embark on an adventure of a lifetime to find it and restore order to Olympus.
Disney Branded Television looked to raise awareness of the new series both among new viewers and the huge, dedicated fanbase of the "Percy Jackson" books and movies. It also knew it needed to demonstrate the strength of the series to "Percy Jackson" die-hards, who know the stories well and want to see them realized on-screen with phenomenal casting and amazing special effects that do the books justice.
With a book series as beloved as "Percy Jackson and the Olympians," Disney Branded Television knew that earning the trust of an already engaged fan base was crucial to growing audiences. Disney also knew its "Percy Jackson and the Olympians" series had the goods, with excellent performances, great casting, and special effects that would bring the action-packed story of Percy, Grover, and Annabeth's quest to life in a way fans had never seen before.
Disney created a teaser trailer that put the focus on Percy's journey through the series and the quest he finds himself thrust into as he discovers his identity. It encapsulates what Percy goes through as he struggles to find his place, first in the normal world, and then in the world of the gods, while also giving viewers a sense of the incredible journey Percy and his friends will soon go on.
The power of the teaser rises with a remix of Vance Joy's "Riptide," a perfect pairing with Percy's story as the demigod son of Poseidon. The track captures Percy's experience of being dragged into situations he doesn't understand as he struggles to find himself, before finally coming into his own. The rising music also elevates the intensity of the teaser's clips of action sequences, giving a sense of the emotional power and drama that "Percy Jackson and the Olympians" will bring viewers.
The teaser trailer helped "Percy Jackson and the Olympians" to a record-breaking premiere on Disney+ and Hulu, with 13.3 million viewers over its first six days.
