Building a Mystery
As we approached one month from the movie’s release, we added a layer of narrative complexity to social platforms by exploring the interconnected web of characters. We introduced the film’s main antagonist, examined the gangsters and their nicknames, and explored Nels Coxman’s “everyman” status. We imagined the off-kilter world of Kehoe, Colorado, through creatives which examined Nels Coxman’s unusual snow plow manual and Det. Kim Dash’s winnowing list of murder suspects. With this social content bucket, we hoped to set appropriate expectations for audiences about the complexity of the film, while introducing the ensemble cast and reinforcing the humor. To that end, we created a Reactions Supercut video to highlight the blending of genre influences at play, which resonated with fans – making it one of our most popular creatives.
We found that critics were engaging with the film’s levity, and their review pull-quotes were prompting positive responses from fans online. This meant some of our most popular assets throughout the entire campaign were review videos, which allowed us to continue engaging with fans online.