United International Pictures Promo, Case study PARANORMAL ACTIVITY 2 by Initiative

Adsarchive » Promo , Case study » United International Pictures » PARANORMAL ACTIVITY 2

PARANORMAL ACTIVITY 2

Pin to Collection
Add a note
Industry Publishing, streaming & media
Media Promo & PR, Case study
Market United States
Agency Initiative
Client Service Director Ivan Cely
Released September 2012

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: UNITED INTERNATIONAL PICTURES
Product/Service: MOVIE
Client Service Director: Ivan Cely (Initiative)
Account Director: Alejandro Torres (Initiative)
Planner: Andrés Cudriz (Initiative)
Marketing Director: Monica Estrada (UIP)
Media placement: Digital PR 2.0 - Youtube, Facebook and Twitter - 27 Oct, 2010

Summary of the Campaign
Challenge: The movie Paranormal Activity created a generalized fear in the audiences, we had to make sure that they wouldn´t miss the second one.

Strategy: Bring the actual experience of fear into our consumer’s life through a viral video to create a huge on-line buzz.
Our accomplice: Radioactiva´s Director (the most popular radio station for our young target).

Activation: A video, recorded from the webcam of the radio station, invaded the web, showing the presence of a ghost haunting the DJ´s while they were on air.
The terrified DJ´s, unaware of our strategy, used their social networks to share their panic. The DJ´s and our consumers became the vehicles of our PR strategy without even knowing it!

Results:
- Digital PR strategy done with ($0) no budget.
- More than 430,000 people went to watch the movie - 35% more than what was expected.

The Situation
Marketing of the first Paranormal Activity film had been so successful that it was going to be very difficult to create similar interest levels for part 2 of the film. Our client had no budget for their PR campaign, so we decided to boost our media strategy supporting it with a Digital PR campaign. We called it PR 2.0.

"People go to horror films because they want to be frightened, or they wouldn't do it twice," says Jeffrey Goldstein, professor of social and organizational psychology at the University of Utrecht in the Netherlands.

The Goal
Let´s face it, horror movies keep gathering more and more followers every year. People love to get scared, and PA2 was a perfect excuse to do it again.

We developed a teaser campaign blurring the terror barrier between the impossible and the real, recreating a paranormal event in Radioactiva, the most popular radio station within our young target.

The message was: anyone at anytime could experience an unexpected paranormal situation.

In addition, we positioned the audience not simply as consumers of advertising for the film, but as interactive partners in the digital WOM and viral activation. Finally we found out our attention trigger: generate high, credible, natural fear in our audience.

The Strategy
We brought the actual experience of fear into our consumer’s lives.
Our ally: Radioactiva´s Director. He was the only one we contacted, our accomplice to create the whole PR strategy.

A video, recorded from the webcam of the radio station, invaded the web.
Actually, it was a "fake video" created by us, showing the presence of a ghost haunting the DJ´s while they were on air.

Execution
The terrified DJs, unaware of our strategy, used their social networks to share their panic.

People started conversations about the Paranormal Activity that was going on in the radio station. And the fear was spread all over the most important social networks. The DJ´s and our consumers became the vehicles of our PR strategy.

Documented Results
The values for digital engagement and WOM speak for themselves:
- The viral video became a great vehicle of a Digital PR strategy done with ($0) no budget.
- More than 430,000 people went to watch the movie, achieving 35% more than what was expected.
- In just 2 days, the paranormal activity that invaded the radio station was seen by more than 5,000 people. Almost the same amount of views that a launching video of a local artist has in a week.