Launch trailer, generate social buzz, create custom content, and heavy-up media four to eight weeks prior to theatrical opening. Most movie releases follow this formula.

But what if we disrupted this model? What if we created a platform so powerful that the engagement would evolve with the franchise?

We ventured beyond the typical marketing plan in order to create a rich, intimate relationship with our loyal fans. We gave our film instant character and charisma, effectively moving it from a static book series to a dynamic, lively movie.

We leveraged the fastest-growing consumer space, mobile messaging, to create an immersive consumer experience via Facebook Messenger using Artificial Intelligence technology. For the first time, fans engaged in personalized conversations at scale with the most iconic villain from GOOSEBUMPS, Slappy!

For the first time, Facebook fans could have a real-time, unique conversation with Slappy via Facebook Messenger on both desktop and mobile devices. We brought out the unashamed, arrogant and mischievous character. We successfully created a brand personality that went beyond the books and movie.

Thousands of different custom responses were developed, ranging from informational to conversational. Slappy used current conversation tools such as text, video, emojis, images, GIFs, and external links.

Examples:

•Trailer links to YouTube

•Showtime and theater locations on Fandango

•IMDb links to talent information (Jack Black)

•Custom video replies from the movie personality/voice actor

•“Knock, knock” jokes with images and GIFs

Fans were driven to engage with Slappy via free Facebook posts. Through Artificial Intelligence, we continuously provided fresh content and responses. Not only were fans learning about GOOSEBUMPS, but we were learning in real-time what aspects of the film they loved most.

SLAPPY CAME ALIVE AND FANS LOVED IT!

• First to-market execution on Facebook Messenger

• 750+ hours of fan generated engagement (approx. 18 days)

• Slappy exchanged 115K+ personal messages with fans and, at one point, engaged with 262 fans concurrently

• Slappy encouraged fans to find a nearby theater via Fandango 2.5K times

• 60% of fans asked information relating to the trailer, theater locations, and about Slappy

• 35% of conversations lasted more than 10 minutes

• 35% of consumers returned to the Facebook page to engage with Slappy

• All of this was the result of four organic Facebook posts by Sony ($0 cost)

GOOSEBUMPS BEAT OUT THE MARTIAN!

• GOOSEBUMPS stormed the box office to #1 in the U.S., taking in more than $23MM and dethroning The Martian