Universal Pictures’ raunchy pre-teen comedy, Good Boys, follows the trials and tribulations of the Beanbag Boys, as they find themselves making some epically bad decisions in order to impress at a kissing party. But it looks like both the US and International teams at Universal Pictures made an epically good decision, as they approached us to produce creative for the theatrical campaign.
Stateside, our challenge was to amp up the laughter-factor through highly engaging, non-evergreen social content. We took interactivity and gameification to the next level to ensure our 18-34, comedy-loving audience were hooked from beginning to end. Assets such as our Bad Decisions Stories allowed fans to tap to dictate what happens next, while our Search History Stories gave audiences a cautionary glance at the Beanbag Boys’ internet searches – teasing them with all the questionable – yet hilarious – situations they’ll see in Good Boys.
But what really separated us from the Fifth Graders was our Highway to Hell Yeah game. Initially starting life as an interactive, 8-bit Instagram Story, the asset was adapted to get fans playing on Snapchat, and on the official Good Boys website, with sponsored content leading audiences to the game.
Internationally, our range of memes combined relatable humour with the movie’s standout physical comedy to resonate with adult fans across territories. Audiences also discovered more about the endearing trio of pre-teens through our mobile-optimised character videos.
The Beanbag Boys went on to dominate the box office, earning Good Boys the number one spot in its opening weekend, with the biggest opening weekend of the year so far for an original comedy. Time to celebrate with a beer. We reckon we can do four sips…