Zero Degrees West were invited to help drive awareness and ticket sales for the theatrical release of Universal’s Happy Death Day 2U across their Instagram channels.
Given that 500m+ mobile users interact with Instagram Stories every day, we wanted to utilise its functionality to target our Millennial audience and create a stand-out piece of social content that could emulate the ‘Groundhog Day’-style narrative the franchise is known for.
Capitalising on the tap-to-view nature of Instagram Stories, we designed two pieces of creative that encouraged interactivity in order to hold our audience’s attention for longer and emphasise the dark humour of the title.
We brought a fresh approach to Story interactions, creating a campaign that delivered both on engagement and brand elevation. We successfully helped drive sales that contributed to Happy Death Day 2U landing in the domestic box office top 5 in its opening week. Results so good, we could wake up tomorrow and do it all again….wait.