A SIMPLE FAVOR
A Simple Favor - Entertainment, Game, Lionsgate.
Social Platforms: Instagram, Facebook.
To promote and excite audiences for the theatrical release of the Lionsgate original film, A Simple Favor, by creating an original Instagram scavenger hunt to engage the F18-34+ target demographic.
We activated four influencers to build up the excitement as well as introduce their audience to an Instagram hunt for a hidden account, to play off the ‘gone missing’ theme from A Simple Favor.
Built organically on the Instagram platform, the mystery required users to join the search party for Emily and navigate a small maze of in-world Instagram accounts that were pre-populated with carefully crafted clues.
1.1M Instagram Followers
COMBINED REACH OF OVER 3.5M
We received over 99% positive sentiment (excluding any neutral comments) while users left positive comments congratulating A Simple Favor on creating such a fun and engaging marketing campaign.
Total budget for entire activation:
That works out to less than $0.02 per view with over 4MM views -
all of which were organic.
Users who found 'Emily'
Once the search was concluded, the scavenger hunt for Emily had combined 15,000 people who "found Emily" out of the over 25,000 people that joined the search party at @hope.for.emily.
Total Video Views
With traffic pulsing throughout the involved accounts, views skyrocketed keeping fans engaged with exclusive content and clues to the scavenger hunt.
Hours spent 'finding Emily'
Combined, users spent over 5,000 hours in their pursuit of finding Emily's instagram account and their opportunity for a trip to NYFW 2019.