Indie horror movie “Buddy” has struck social media gold with its fluffy orange unicorn character “from a magic land” (as the catchy theme song goes). From causing chaos at movie theaters to leading a Killer Fitness workout class to advertising free hugs by the Santa Monica Pier, Buddy has been popping up in unexpected places around L.A., New York City and even San Diego Comic-Con to promote the film about a twisted ’90s-style children’s TV series.
Even before the movie’s release on Aug. 28, Buddy started reaching online celebrity status. The Buddy The Unicorn TikTok account has close to 1 million followers, and its most viral video has 10.9 million views, with videos ranging from movie clips to live comment replies to expeditions in the wild, the account’s most popular content.
It’s hard to predict what’s going to go viral, but the “Buddy” social team has found its audience and is continuing to attract new interest, with the movie making more money in its second weekend in theaters than it did in its opening.
This summer, several movie studios and TV networks have employed similar tactics to capture the attention of social media users with larger-than-life marketing stunts. Let’s explore the buzziest campaigns and their takeaways.
Look-alike contests are still a big draw.
“Ted Lasso” returned for its fourth season on Aug. 5, and Apple TV celebrated the premiere with a look-alike contest at the Apple Store on NYC’s Fifth Avenue. Fans arrived fully in character with their AFC Richmond tracksuits, khakis, visors, mustaches and yellow “Believe” signs, matching the energy of costumed brand ambassadors. And the best Lasso impersonator was crowned the winner.
Continuing the experience inside the store, Apple hid easter eggs in its display iPhones, iPads and Macs, replicating Lasso’s devices, filled with personalized notes, calendar blocks, lists, reminders and contacts. The real kicker was that consumers could call Lasso for themselves and listen to one of his signature pep talks: “It will all work out.” (More on this trend: Check out Marriott Bonvoy’s “Where’s Jason” campaign.)
Moviegoers want to take on in-world challenges.
Last year, “The Long Walk” movie gained traction for its treadmill screening in L.A. that replaced theater seats with treadmills. Viewers were removed from the theater if their pace fell below 3 mph. The event replicated the plot from the dystopian thriller, where 50 teen boys are chosen to take part in a high-stakes walking contest.
Lionsgate took it a step further by challenging moviegoers to balance on wooden planks during an immersive screening of “Fall 2: Deadpoint,” where two women are stranded on a cliffside trail thousands of feet in the air. Participants wore harnesses while standing on the planks, and they were pelted with water and had their harnesses tugged throughout for extra tests of endurance.
Stunt professionals add the wow factor (and a little danger) to marketing stunts.
“Spider-Noir” just won five Emmy Awards, but before its debut on Amazon Prime, the dark superhero series boosted its premiere experience with a stunt performance outside the Regal Times Square. First, 1930s newsboys meandered around, shouting out headlines about Spider-Man’s return.
Then, the black-suited superhero rode in on top of an old-fashioned, black NYC cab and stumbled around a bit, still getting back in the swing of things like the character in the show. He later emerged on the theater’s roof and rappelled down the front of the building. Fans who looked on from the sidewalk were treated to a moment straight out of a comic book.
Dynamic billboards are leveling up with actors and special effects.
We called the interactive billboard trend back in March, but over the summer, brands took it to a whole new level. To promote its new sci-fi thriller, “The Last House,” Netflix “trapped” a man inside a billboard 30 feet above Sunset Boulevard in L.A.
From Aug. 6-8, the actor, dressed in pajamas and a robe, went about normal daily activities inside a fully furnished living room setting. Passersby looked up to catch him drinking coffee, eating cereal, stretching and periodically holding up a whiteboard with handwritten pleas for help. (Agency: Extra Credit)
During May’s L.A. premiere of “Star Wars: The Mandalorian and Grogu,” Baby Yoda stole the show by walking the red carpet and waving to fans. Over in Times Square, a larger-than-life Grogu turned heads on a billboard screen by seemingly levitating a giant piece of popcorn over an NYC street. (Partner: Levita Magic)
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