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Archive for July, 2015|Monthly archive page

Goosebumps has been #Unlocked– How the movie involved fans in it’s trailer release

In Community Management, engagement, Social media, social tv on July 13, 2015 at 12:49 am

This is not Slappy writing this blog post on my computer, just for the record.

Photo

Or maybe it is….

But before Slappy and his crew of monsters hit the screen on Oct. 16, I’m still hoping to see more adorable Twitter banter and living dummy antics.

The Trailer Release 

Goosebumps released the trailer for the upcoming movie last week and although I must admit it was less thrilling and featured fewer of the book series’ iconic monsters than I had hoped for, it still caught my eye. The coolest part of the trailer was likely how it was “unlocked.”

With social streams crowding and attention spans shortening, brands are continuously fighting for ways to engage and entertain. Goosebumps did just that by utilizing fan input to release their trailer. While in honest the campaign was “faux” user generated content, Fans were just asked to tweet “#UnlockGoosebumps, not create anything, the implication was that if enough fans did NOT tweet, then the trailer would not go live.

Would the trailer really have not been revealed? Of course not. But with this movie’s target audience of high-schoolers and reminiscent 90’s kids, fans (including myself) took to social media with fervor hoping to see the trailer as soon as possible.

The campaign was smart– a great way to build up anticipation and cause users on social media to take a level of ownership and responsibility for the trailer release.

The Twitter Content 

But the best part was the Twitter exchange between long-time loved ventriloquist dummy Slappy and creator RL Stine.

Selfishly, I loved the conversation because Slappy has been a favorite character of mine since about the second grade. But it was smart, interesting content too. The Twitter account set forth the idea that Slappy wanted you to #UnlockGoosebumps, so now it’s not just another nameless brand begging you to hashtag something. It’s now a “real?” and recognizable character.  Even more, Stine does not want whatever this is to be unleashed. This additional element makes the exchange cute and is reminiscent of the wit and child’s play found in the novels themselves.

The Outcome

Slappy gets his way and the trailer is unleashed.

Now you’ve done it! The Goosebumps creatures have been released! Want to see more Slappy? Just click share…

Posted by Goosebumps Movie on Wednesday, July 8, 2015

Look for more great content from Goosebumps as there’s still plenty of time before the flick hits theaters.

And 111 days until Halloween…but who’s counting?