Assignment
Generate positive industry buzz about the Addams Family after the departure of its two major stars, while building audience awareness and engaging ticket buyers with the humor of the show.
Solution
We decided to celebrate the 116th birthday of Grandma Addams with a dark-humored interactive video. Fans typed in what they wanted Grandma to do for her birthday, and she responded to every suggestion in her uniquely Addams way. With a nearly endless loop of hilarious responses, fans could engage with the video as long as they liked.
Results
We generated positive industry buzz and increased average user on-site engagement time. We received over 5,000,000 social media impressions and had a 75% increase in supporting banner click through rate compared to past campaigns. Happy birthday, Grandma!