Submersive took to the ice to manage the social media campaign for the theatrical release, awards campaign, and home entertainment campaign for I, Tonya. Leaning into the film's fun, edgy vibe and the unapologetic toughness of Tonya Harding, Submersive built a creative campaign that drove over 85,000 followers, hundreds of thousands of engagements, and millions of views, winning praise from industry insiders and fans alike. Submersive also sourced and transformed a 1978 Pontiac Firebird into the Tonyamobile, which drove around New York City and showed up at multiple screenings and events, as well as receiving hundreds of mentions on Instagram and Twitter.
• Multiple Instagram posts topped half a million views with no media spend behind them, and engagement levels were the highest for any film Neon has released
• 45,000 followers on Instagram with no media buy
• Universal Home Entertainment hired Submersive to handle the film's digital / home entertainment release after the success of the theatrical campaign
• Submersive sourced and skinned a 1978 Pontiac Firebird to promote the film, and handled the scheduling and management of the car