OBJECTIVE

Build intrigue and anticipation for M. Night Shyamalan’s latest thriller with the goal of driving fans to the theaters to find out how a family tropical getaway unfolds into a twisted nightmare.

STRATEGY

We invited the audience to take a glimpse into the not-so-average family vacation, evoking questions that can only be answered in theaters. Executed through a variety of digital promotional assets including the teaser release and community management during the Super Bowl, unique stories to support the trailer launch, and a homepage takeover on Fandango.