PopShorts teamed up with Steve-O, Sony Pictures, and Universal Studio's Halloween Horror Nights to create a truly exciting Snapchat campaign for Insidious Chapter 3.
Campaign Overview
Sony Pictures Home Entertainment wanted to drive social buzz around the release of Insidious: Chapter 3 by using a multi-platform approach that tied into their partnership with Universal Studios Hollywood’s Halloween Horror Nights. PopShorts used its proprietary database of influencers to build a campaign around Jackass star Steve-O, whose audience and thrilling content was an ideal match for this activation.
Process Flow
Our creative team brought Steve-O behind-the-scenes at Universal Studios Hollywood’s Insidious: Return to the Further maze, and transformed him into one of the film’s iconic characters, the Black Bride.
PopShorts then directed Steve-O inside the maze, where he embraced the role wholeheartedly, pulling off a variety of hair-raising stunts that terrified and excited visitors. PopShorts was on the scene with two production crews to craft an engaging story for Steve-O’s massive Snapchat audience, and to capture the event on film for added press value. Leading up to the film’s release, Steve-O kept his fans engaged by recapping the experience with photo content posted to Twitter and Instagram.
Video Recap
The campaign was incredibly effective for Sony Theatrical from a content, distribution, and earned media lens:
- 13,332,470 total organic impressions.
- 8,349,390 total social engagements.
- 7,502,000 Snapchat views.
- 3,960,000 Twitter and Instagram Impressions.
- Added value coverage from ExtraTV across Facebook, Twitter, and online distribution channels.
Snapchat campaigns have the opportunity to really take off with proper planning and a little extra finnesse. Click the yellow link below to learn more about PopShorts' Snapchat capabilities.
