Brief / North Kingdom was asked to create an unconventional and attention grabbing online campaign to launch the film Unfriended
Created at / North Kingdom
Partner / The Mother Ship
Client / Universal Pictures
Role / Concept, Copywriting, Art direction, Experience Design
Universal Pictures’ film Unfriended is the first “social-media” horror movie, set entirely on different social platforms. So to promote the film, we decided to create an extreme version of the popular drinking game Never Have I Ever and call it the Unfriended Edition — capable of putting any friendship to the test.
HOW DOES IT WORK?
Just like the movie, the game lets you connect with your friends via browser webcam and play together, if you dare. How honest can you be in front of your friends? Or perhaps even more importantly… how well do you really know your friends?
The catch is that while you play, you’re being haunted by one of the main demonic characters — Laura. She might switch one of your answers to cause a little friction between you and your friends or show her face to give you a scare between rounds.
Targeted towards social media savvy late teens and early adults, we kept things pretty uncensored. And that got people talking both online, and offline.
In a fun and provocative way, we got people to think about their own friendships in the context of Unfriended and amplify the level of engagement with the film property before it’s release.