The Bye Bye Man
The Bye Bye Man, a boogeymanesque creature who infiltrates his victim’s minds and takes control, causing them to commit unthinkable acts of evil. STX entertainment needed a social campaign that could make this low-budget horror film a box office success.
We aimed to generate genuine social buzz with fresh partnerships, activations and unique stunts all with the aim of driving conversation and exciting horror fans into spreading The Bye Bye Man’s message. The result? Millions of fans reached with minimal posts, driving awareness of this horror film, reflected in ticket sales over the MLK holiday weekend. Opening at over $13 million, nearly twice its budget and delivering the biggest box office among the weekend’s new and expanding releases, The Bye Bye Man’s presence was felt across the globe.
Original motion pieces captured the horror of the Bye Bye Man, teasing how he worms his way into your brain and takes control. The result? Insanity, death… horror. Mixing in content that hinted at his mysterious history – via news reports of unexplained tragedies – we pushed to establish the BBM as a true urban legend.
Countdown pieces informed our audiences that The Bye Bye Man was lurking in the shadows, and his reign of terror was about to begin.
Partnering with viral publisher DOSE via Facebook Live Stream, we drove millennials on a scavenger hunt for nightstand replicas filled with $1,000 in cash. Fans in NY and LA were challenged with clues shared via Twitter to locate each stand. Eye-catching social content continued to spread the word.
With just 15 total posts, the stunt reached a combined 18 Million+ fans across FB and TW.