The Girl on The Trainx
The Girl on The Train
Entertainment / Culture / Leisure
Breaking through the clutter to promote the theatrical release of highly anticipated Hollywood movie.
Movie goers / Teens / Millennials and Adults.
Strategy and Media Used:
Leading up to the fall release of the movie, mysterious posters were placed in subway stations in New York, DC and Los Angeles with the cryptic line “What happened that night” and snapcodes that commuters waiting for their train could ‘Snap to Unlock’ special, hidden geotag filters.
In its first weekend of release, the movie came in number one at the box office, earning $24.5M. This first-to-market use of Snapchat was celebrated in Advertising Age, MediaPost and other publications.