CASE: Getting millions of people to believe in the supernatural
Getting millions of people to believe in the supernatural
OBJECTIVE / CHALLENGE
In 2018, Netflix launched a new show called “The Innocents,” a supernatural thriller led by a young adult cast. We had the challenge of promoting this show to a Mexican audience, an unknown IP with no prior buzz and no known cast.
We found one key hook in The Innocents: shapeshifting. When the main character is put through emotional stress, she can change her figure into the body of any person she touches. With that in mind, we set off with one goal: make people believe shapeshifting is real.
We created fake footage depicting a shapeshift within a Mexican cinema and had two influencers from the paranormal YouTube community cover it as if it was real. And so, The Cinema Shapeshifter was born.
Within hours of posting, over 40 influencers from the paranormal YouTube community had already made their own videos on our footage, including Dross, the biggest influencer in this community which has over 16 million subscribers. This sparked a wave of user-generated content, including reactions, commentary, and even one animated parody of our video. Our produced videos, influencer videos, and UGC created a lot of social media discussion around what was now known as “El Mutador de Cine” (The Cinema Shapeshifter). People started connecting the dots and tying the footage back to The Innocents, and the discussion and controversy around the veracity of the video sparked a great deal of conversation around the show. With 18 million combined views spread across 400+ user-generated videos and over 5,000 tweets containing “Mutador de Cine,” one thing was certain: Everyone knew what The Innocents was now.