Engaging Through Social Media & AI

Working at NBC Universal has been a unique opportunity. The 1440 Entertainment team creates movies that go direct to SVOD (e.g. Netflix, Hulu, Amazon) and physical (DVD and Blu-Ray). This has allowed me direct access to the movie’s production and talent to drive engagement and even support sales. Below are a few of the unique social media programs that I worked on.  

Chucky:

Storytelling and Targeting

To garner anticipation for the trailer release, marketing included sneak peaks that did not include the new Chucky, mini interviews, and fan favorite scenes from the Chucky franchise . With the immediate launch of the Cult of Chucky trailer, it was clear fans were excited. Within the first 24 hours on Facebook, the trailer surpassed views of all other horror films (theatrical and non-theatrical) in that calendar year. Fans wanted more behind the scenes and interaction with the cast and director which was delivered through live Facebook interviews and behind the scene teases and a Chucky chatbot

Cult of Chucky was the first Universal home entertainment launch to utilize Snapchat on its package to drive social interactions, including delivering the trailer in store, providing a Snapchat lens aligned to NY ComicCon and Halloween, and a chatbot for interacting with the character. Additionally, OTT media was used to target specific horror genre fans and deliver them a cross channel message around the launch of the movie.  

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Mariah Carey’s All I Want for Christmas Is You

Partnering with Amazon

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Amazon’s Holiday Toy List provided one of the biggest platforms possible for our target to engage in this movie. Traditionally, toys listed on the Amazon Holiday Toy List receive 4x increase in sales. 

Mariah Carey kicked off the launch of the Amazon Holiday Toy List with a Facebook live Q&A shared on Amazon, an animated video with the Mariah Carey character introducing the list and banner ads. By focusing the interaction of the movie entirely in the SVOD partner's social space, we made a seamless experience for the fans to find their holiday movie.  

Curious George

I was the NBCU marketing lead in an exclusive, multi-year agreement with NBC Universal TV and Hulu to stream all Curious George content over Hulu. The transaction occurred the year of Curious George’s 75th anniversary, allowing the team to leverage both events via social media and publicity.  Curious George's appearance on the Today Show was shared across the Hulu, NBC Universal and Houghton Mifflin partners' social media.