The Girl on The Train

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Title

The Girl on The Train

Advertiser:

Universal Pictures

Year:

2016

Source:

Kinetic

Product Category:

Entertainment / Culture / Leisure

OOH Format:

Indoor

Country:

United States

Objective:

Breaking through the clutter to promote the theatrical release of highly anticipated Hollywood movie.

Target Group:

Movie goers / Teens / Millennials and Adults.

Strategy and Media Used:

Leading up to the fall release of the moviemysterious posters were placed in subway stations in New York, DC and Los Angeles with the cryptic line “What happened that night” and snapcodes that commuters waiting for their train could ‘Snap to Unlock’ special, hidden geotag filters.

Results:

In its first weekend of release, the movie came in number one at the box office, earning $24.5M. This first-to-market use of Snapchat was celebrated in Advertising Age, MediaPost and other publications.