Thomas McKeever // Creative Strategist
Candyman // Universal Studios
Anyone who watched '90s horror knows you don't say Candyman's name five times. That is, unless you want to summon a vengeful, hook-handed ghost to kill you. For the trailer release of Candyman, we had producer Jordan Peele dare his fans to Tweet #Candyman five times to reveal a sneak peek of his soon-to-be-released trailer.
Say His Name.
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We designed an automated campaign that allowed Twitter to summon the Candyman by Tweeting his name five times via a Conversation Card distributed by Peele.
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Anyone who Tweeted immediately received a personal mention from Candyman with the very first look at the villain, and exclusive access to the trailer before the general public.
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By interacting with the Conversation Card, fans shared the "dare" with their followers. The hashtag also unlocked an emoji featuring the iconic bees that indicate the Candyman is nearby.
