Universal Pictures: The Girl on The Train's Promotion

  • Challenge

    Breaking through the clutter to promote theatrical release of highly anticipated Hollywood movie.

  • Solution

    Leading up to the fall release of the moviewe placed mysterious posters featuring a snapcode and the cryptic line “What happened that night?” in the subway stations of New York, D.C. and Los Angeles, that daily commuters waiting for their train could ‘Snap to Unlock’ special, hidden geotag filters.

  • Result

    In its first weekend of release, the movie came in number one at the box office, earning $24.5M. This first-to-market use of Snapchat was celebrated in Advertising Age, MediaPost and other publications.