To help generate buzz for the release of The Boy, we created a unique world that helped add some mystery to the history (nailed the rhyme) surrounding the strange arrival of a little porcelain doll “boy” named Brahms. Since moviegoers didn’t know if the doll was alive, dead or something much much worse (spoiler alert it was none of them), we utilized creepy imagery and a dark social voice to drive ticket sales for the film's release. When it was all said and done, The Boy had biggest opening weekend in the studio's history.
This manifesto served as the inspiration for all the social posts as well as how we interacted with fans on Social. The voice, titled “The Watcher” was inspired by the script and gave fans the impression they were being watched.
As an entryway into the world of The Boy, we established a custom (and slightly unsettling) content series on our social channels. The posts were not only targeted at horror fans, but also a smaller and much more niche group, who had obsession with dolls. This resulted in a ton of fan engagement, a lot of tagging and a huge surge in new followers.
To differentiate The Boy site from other movie sites, we created a custom backstory about Brahms and his family, as well as interactive experiences for fans, where they were able to “Dollify” themselves and share the results on social.