SMS Campaign & WebAR Game

The Black Phone - Answer the Call

SMS Campaign & WebAR Game

A mysterious phone number is revealed at the end of the second trailer for THE BLACK PHONE, prompting viewers to text "ESCAPE" TO THE BLACK PHONE. This intriguing Call-To-Action sets the stage for a spine-chilling interactive experience.

Our approach

Through the text platform Community, fans embarked on a personalised SMS journey filled with visual and audio clues to escape The Grabber.

Utilising AI technology, our text bot responded to over 40,000 SMS responses, whilst demographic information allowed for tailored birthday messages to further intensify the experience.

The results

At the end of the challenge, fans answered the call from The Grabber for real in WebAR, resulting in a terrifying jump scare payoff and personalised video shareable.

Leveraging collected phone numbers, campaign messaging was disseminated, filling early screenings and generating thousands of questions for star Ethan Hawke.

The aware-winning campaign saw engagement levels soar, and drove traffic to our dedicated ticketing platform.

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