Campaign Sizzle

In the film, the Hunt for Halliday’s Easter Egg is a game within a game (the OASIS). To inherit his vast fortune, players must solve mind-bending riddles and discover the 3 hidden keys that will lead them to the egg. We follow the main characters (also known as the high-five) as they go through a series of challenges to find Halliday’s egg. Along the way there are so many hidden pop-culture references and cameos, it’s impossible to catch them all in one viewing. The film itself is an Easter Egg hunt. 

For the home entertainment window and its goal of increased purchase intent, we ramped up the social conversation. How, you may ask?

We created an Easter Egg Hunt, complete with our own mind-bending riddles and clues. What better way to reinforce the must-own status and repeat viewings of this film. Because of all the rights it took to make this movie, the most important one?...Bragging rights. (“See, I told you that was the box from Gremlins!”).

We utilized our hunt to expand the campaign’s reach beyond the target demographic by leveraging audiences of 8 additional films, creating custom RPO-themed graphics and editorial for: Gremlins, Nightmare on Elm Street, The Shining, Excalibur, The Iron Giant, Superman, Beetlejuice and Batman. 

Our social campaign merged the film’s key themes of adventure and friendship with pop-culture references and tugged on nostalgic heart strings. We gave users an “extra life”, a chance to play again and again – to travel back in time (in a DeLorean of course), stroll through moments of the film; pause, re-play and repost. 

On the surface, our campaign content is fun, action-filled, engaging and relatable to a broad, general audience – tackling marketing objectives and staying true to the film’s story. But for those willing to play a little harder, there are layers of pop-culture, the rewards of discovery and the benefit of a shared user experience. We reinforced this film as a must-own and extended their stay in the Oasis just a bit longer!