Ads on social media rarely engage consumers in an entertaining way, often serving more as a nuisance than anything else. Cinge’s graphic novel had fans campaigning for a chance to be part of the story, and those that were chosen were thrilled to be a part of the experience and quick to share their pride with friends on social media.

Leading up to launch, Cuervo encouraged fans on Twitter, Facebook and Instagram to share a selfie with #CingeMyFace, and selected fans were drawn into the story. The lucky fans then shared their pride with others on social media, which helped Cuervo to reach a wide audience during a season when tequila sales typically decline. The bone-chilling saga ran for 15 days, with a single frame posted each day on Instagram to maximize anticipation. The novel timed perfectly with the season as it reached its terrifying climax on Halloween, when the townsfolk ripped off their faces and revealed their deadly secret.

Over the course of the graphic novel’s release, Cuervo’s Instagram following grew by 12%. During October and November, while no other Cinge advertising was running, the Social Graphic Novel Instagram campaign helped sales grow by 4.5%. But the best part was giving something back to Cuervo fans—by turning them into flesh-eating monsters.