Boo2! A Made a Halloween saw 18% boost in watch intent
In a highly competitive Halloween movie market, Lionsgate wanted to build buzz that “Madea is back for the scurriest Friday the 13th ever.” For the release of its new movie Boo2! A Madea Halloween, Lionsgate wanted to generate awareness for the film to ultimately drive ticket sales. It teamed up with Snapchat to create experiences that encouraged people to engage with the movie and share with friends.
Lift in ad awareness
Lift in brand favorability
Lift in watch intent
Lionsgate worked with Snapchat to develop a face-in-video Lens experience to drive engagement and reintroduce Tyler Perry’s star character Madea. The Lens went live on Friday the 13th, a week before the movie’s premier, to drum up buzz in advance of its release. The Boo2! Lens owned Friday the 13th, enjoying an average of 16 seconds play time, over 80M impressions, and a 12% share rate.
The Solution: Snap Ads
Lionsgate took advantage of the Snapchat’s vertical video format to launch a trailer and an 8-bit Madea-themed game within the app. Following creative best practices like putting the call-to-action in the first two seconds of the Snap Ads led to high play times for the game and increased awareness of the movie.
Running a fully customized Lens and multiple Snap Ads helped create a massive brand moment for Lionsgate and the sequel in its Tyler Perry franchise. When coupled with Snap Ads, Boo2! saw a 48 point lift in ad awareness, 26 point lift in brand favorability, and 18% lift in watch intent.