Unknown User: Unknown Potential

Yannick Weidmann

This case study shows how Unknown User, a horror movie, was able to exceed box-office expectations using a bespoke viral video campaign that won German cinema-goers' hearts.

Campaign details

Brand: Unknown UserBrand Owner: Universal Pictures International Germany GmbHLead Agency: PHD GermanyCountry: GermanyIndustries: Films & moviesMedia Channels: Online video, Social media

Executive Summary

Horror films generally have a limited core audience in Germany. Combine this with a small media budget and low client expectations towards the success of the movie and you will end up with a brave mono-digital strategy.

The cornerstone of the campaign became a bespoke viral video that convinced a critical target audience to go to the cinema and watch the movie. A target...

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