PROJECT: The Black Phone - Social Reviews
CLIENT: Universal Pictures
AGENCY: PXL
ROLE: Executive Creative Director
DESCRIPTION: PXL was asked to leverage our Social Review Technology for Universal Pictures’ latest horror film, "The Black Phone" starring Ethan Hawke. Our one-of-a-kind social technology product created customized video responses in real-time, complete with dynamic typography, rotoscoping, and sound design. These assets were generated automatically and sent as replies to fans that tweeted positive comments about the film. The campaign began during screenings and continued through release – massive online participation and engagement rates exceeding 80%. Once again, proving that our Social Review technology allows us to turn the positive words of everyday people into a tidal wave of compelling social content that drives tangible results.
RESULTS: “The Black Phone” was projected to gross just over $10 million during opening weekend, and went on to rake in over $23 million in the US alone. It currently sits at an impressive 84% on Rotten Tomatoes and a 90% audience score. This Twitter-focused campaign yielded 157,000 unique impressions, 8,900 engagements, and a 5.6% engagement rate.