The Web Marketing Association is proud to present this 2020 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Entertainment Social Media Campaign, Best Movie Social Media Campaign
We were tasked with driving interest and awareness for the Child’s Play theatrical release, with a particular focus on enticing modern audiences for the revival of the 1980s cult classic. To resurrect the film, we used Chucky’s mischievous personality and let the evil doll loose on the Internet.
To begin, we wanted to make an unexpected splash, so we started on a network where the most jolting surprise users are accustomed to is a distasteful color clash: Pinterest. We disrupted their experience by placing seemingly normal pins on their feed... that is, until Chucky slashed his way through the ads, startling Pinterest users in an unforgettable way.
Next, we took Chucky’s mischief a step further by developing the first ever branded Reddit bot, allowing horror fans to interact and play with Chucky themselves. Programmed with over 600 custom responses, you could chat with Chucky, ask him to draw you a picture, tell you a joke, or even play a series of creepy games.
The Chucky bot killed it. It was deemed the most engaging ad on Reddit ever, winning 10 Reddit awards and generating over 43,000 comments and counting. In total, we garnered more than 18 million impressions.
Along with videos syndicated across social, digital, and broadcast, the campaign proved that Chucky still has an edge that modern audiences die for.
Contributors:
| Managing Director, LA: | Sylvain Tron |
| Creative Director: | Travis Spier |
| Senior Editor / Editor: | Jeff Sharpe / Chris Vennemeyer |
| Senior Designer: | Carlos Ortega |
| Lead Copywriter: | Danica Carrigg |
| Content Creator: | Matt Johnson |
| Motion Designer: | Robin Ferber |
| Manager of Content & Creative, Social: | Alexandria Bell |
| Account Supervisor: | Alex Cipriano |
| Project Manager: | Sherri Sellerberg |