Universal Pictures: Happy Death Day Snap to Unlock

  • Challenge

    Our challenge was to promote ‘Happy Death Day’, a thriller from Universal Pictures, to a young target audience with a point of difference.

  • Solution

    To engage with relevant audiences, in particular students, we targeted colleges and universities using 6 Sheets, Luas internals and Digital OOH. We also strategically planned the campaign to be highly visible in Ballsbridge Dublin in close proximity to the Nightmare Realm at RDS, Ireland’s number one scare attraction. 

    To interact with our younger target audience, we combined Snapcat’s Snap to Unlock function with OOH.  The OOH featured a Snapcode along with the Call to Action ‘Snap if you dare’.  Passers-by simply had to snap the Snapcode where they were transported to the movie trailer with an option to purchase cinema tickets.

  • Results

    This first to market use of Snapchat on OOH in Ireland received great traction from the general public, driving people to take action in context.  It also featured in Adworld & Technews as well as other publications.