Thomas McKeever // Creative Strategist
Candyman // Universal Studios
Anyone who watched '90s horror knows you don't say Candyman's name five times. That is, unless you want to summon a vengeful, hook-handed ghost to kill you. For the trailer release of Candyman, we had producer Jordan Peele dare his fans to Tweet #Candyman five times to reveal a sneak peek of his soon-to-be-released trailer.
Say His Name.
We designed an automated campaign that allowed Twitter to summon the Candyman by Tweeting his name five times via a Conversation Card distributed by Peele.
Anyone who Tweeted immediately received a personal mention from Candyman with the very first look at the villain, and exclusive access to the trailer before the general public.
By interacting with the Conversation Card, fans shared the "dare" with their followers. The hashtag also unlocked an emoji featuring the iconic bees that indicate the Candyman is nearby.
