How Snapchat drove box office sales for The Bye Bye Man
For the January 2017 release of its new movie, The Bye Bye Man, STX Entertainment looked to generate awareness and watch intent among its intended audience of Snapchatters age 13 to 24, and drive ticket sales for the film’s opening weekend. They hoped to do so with fun and interactive ad products that encouraged people to engage and share with friends.
Total unique Snapchatters Reached
Increase in Ad Awareness
Lift in Watch Intent
The Creative Solution: Snap Ads
STX recut its existing trailers into bite-sized, fullscreen Snap Ads and ran them across Snapchat to fill Snapchatters in on the film’s release date. STX optimized its Snap Ads campaign to reach Snapchatters more likely to watch movies in theaters, as those who had previously interacted with STX’s Snapchat ads.
The ads reached an audience of engaged moviegoers
The Creative Solution: High School + Movie Theater Filters
STX developed a series of Filters for the weeks leading up to the movie’s release, as well as a short period after. The Filters featured the titular “Bye Bye Man,” as well as a reminder of when the movie would be playing in theaters. To reach its intended audience, STX placed its Filters over high schools, colleges, and movie theaters in the US.
Reached an audience of engaged moviegoers
The Creative Solution: National Lens
STX worked closely with Snapchat to develop two different Lenses that snuck the Bye Bye Man into Snapchatters’ Snaps. The Lenses also included the movie’s release date, serving as a helpful reminder when sent to friends. The Lenses were available all across the US — the first one a month before, and the second just a couple days before the movie’s launch, keeping the film at the top of everyone’s mind!
The Lens snuck the Bye Bye Man into Snapchatters’ Snaps