Deliver Us From Evil was a horror movie with intriguing content trailers, but was set to be released into a competitive market saturated with horror titles.
We knew we needed to stand out. Through our unique listening process, we realised that audiences had grown tired of the usual scare tactics. We decided to take our campaign to terrifying new heights.
We created marketing assets that disturbed the normal environments in which they appeared. Pre-roll advertising for seemingly normal brands became possessed. The Daily Mail site homepage, on which we ran rich media homepage takeovers, was consumed by demonic forces.
Targeted ads on mobile threw up satanic text messages straight onto the users’ phones. And image memes on social channels, when interacted with, delivered demonic graffiti.
The impact of this activity was evident in the results; 215,000 unique users engaged with video and photo content, with supernatural themed content outperforming promoted movie content two to one, for a total reach of over four million.
What’s more, 15,000 conspiracy theorists flocked to the Tumblr page for greater insight on the satanic phenomenon.