A FIRST-CLASS TICKET ABOARD A CINEMATIC THRILLER
Marketing Campaign
A MYSTERIOUS SOCIAL CAMPAIGN WORTHY OF THE WORLD’S GREATEST DETECTIVE
It takes a mind like Detective Hercule Poirot’s to turn clues into motive -- and it took a campaign like ours to motivate fans to go catch this can’t-miss classic mystery retold for the modern day.
Thankfully, we’re just as obsessed with details as the great Hercule himself. Here are a few...
The man. The myth. The mustache. Our social content needed to honor it all, while tackling challenges that come with marketing a new take on a classic story:
- 1) Capture the imagination of fans who had never heard of this iconic mystery
- 2) Engage classic Agatha Christie audiences familiar with her famous plot
- 3) Drive interest by celebrating the film’s mystery, but also its lighter comedy
We solved these challenges faster than Poirot solves his cases with a marketing and social campaign that drew audiences even deeper into the twists and turns of the story by celebrating what makes Agatha Christie – and Detective Poirot – so revered: Mystery, itself.
Client Fox Home Entertainment
Project Murder on the Orient Express
What We Did
- Social Strategy + Ideation
- Social Campaign + Engagement
- Personality Quiz
- Graphic Content
- Cinemagraphic Content
- Video Content
- Copywriting
SUSPECT BEHAVIOR
For an unexpected surprise, we helped immerse fans into the world of the film even further by responding to community members' comments with custom "ransom notes" in the creepy style of the film's mysterious killer.
INSTAGRAM MURDER MYSTERY
The sinister struck twice aboard the Orient Express. In a series of interactive IG Story posts, we cast and staged our own murder mystery on the train movie set, complete with clues, suspects, and surprise endings. Fans put themselves in Detective Poirot's shoes by following the story, and then voting to discover whether they could spot the murderer hiding in plain sight.
MYSTERIOUS MEMES
One of our best performing pieces of content was an interactive personality quiz on Facebook. Fans answered questions about their travel and dessert preferences to find out which suspect they most resembled - and whether Poirot was onto them.
CAST OF CHARACTERS
Despite the thrilling plot, Orient Express was full of funny moments. We revealed the lighter side of Poirot to fans through relatable memes about eveyrthing from his cake obsession to a memorable case of the Mondays.
RANSOM NOTES
In addition to the time period and setting, we highlighted the film's all-star cast, shining a spotlight on each and every actor aboard the train through dedicated content pushes.
THE CASE OF FAN ENGAGEMENT: SOLVED
Earning 10MM+ impressions, our social campaign reignited fan passion through a blend of surprise-and-delight stunts, disruptive calls-to-action, and channel-centric tactics that drove high engagement, ultimately appealing to core Christie and mass mystery fans alike. Magnifique!
Results
- 113K+ Engagements
- 10MM+ Impressions
