Bad Words. Good Buzz.

Movie launches move fast, so the campaign needed an idea that could generate immediate social engagement with a limited budget. We turned the film’s title into the hook, creating a custom social listening tool that identified users posting selected “bad words” across social channels.

Those users received a playful callout letting them know they’d been caught, driving them to the film’s launch site. There, they could browse others who had been flagged and even call out their friends, turning a simple social mechanic into a highly shareable promotional experience.