Boo! A Madea Halloween

Overview

DM2 partnered with Lionsgate to create a fully interactive multi-platform social media campaign to promote the release of Tyler Perry’s BOO! A MADEA HALLOWEEN. This campaign was creative, innovative, and, in typical Madea fashion, bent all the rules.

Objective

Our social strategy: target the young influencer-driven audience as well as the older faith-based fans of Madea in a Halloween adventure that had audiences laughing throughout the campaign. We tailored content per platform with the more “preachy” messaging on Facebook, and influencer-focused content on Twitter and Instagram. The content that was posted across all platforms featured funny moments or one-liners from the film that fans of all ages loved. Initiatives included a Snapchat Lens, a Facebook Live with Tyler Perry as Madea, and partnerships with Giphy, Pandora, and Waze. The campaign also facilitated conversation between influencers and their fans, including live Twitter Q&As with Bella Thorne, Yousef Erakat, and talent on the red carpet of the world premiere.

Results

BOO! A Madea Halloween received an average of 1.21M daily users reached on Facebook, a 487k fan footprint across socials, 4.36M total content responses, and a total conversation volume of 589k. Hardcore Madea fans enjoyed the classic one-liners and comedic moments they've come to love from this character, while new fans of the influencers in the film avidly followed the socials and introduced a new generation to the hilarious antics of Madea.

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