IT, the novel by Stephen King, tells the story of a group of children in the town of Derry, Maine who are terrorised by a murderous creature that often appears as Pennywise the Dancing Clown. In the second installment, the Loser’s Club returns to Derry as adults 27 years later, where part of their experience takes place during the Derry Canal Days Festival.
The Warner Bros. team built a real-life version of IT’s twisted funhouse at the intersection of Hollywood and Vine in Los Angeles. Fans were invited to reserve ticketed times, which booked up in minutes, or wait in a stand-by line to experience the festival and enter a terrifying funhouse, dubbed The IT Experience: Chapter Two. The experience was open from 15 August – 8 September 2019.
For fans who couldn’t visit the experience in LA, Warner Bros. created an industry-first partnership with Pinterest and Matterport to execute a custom 360 scan that allows people to explore the festival and funhouse online. The interactive experience uses a series of custom angles, clickable 'hotspots' that allow people to explore every facet of the real space from whatever angle that the user would like to see on desktop or mobile.
Additionally, for the first time ever, the Matterport experience will feature audio, immersing Pinners as if they were actually standing in the town of Derry.
There are 35 million Pinners engaging with film content every month1 and a whopping 22 million people engaging specifically with horror films on Pinterest.2 Warner Bros. chose Pinterest in part because among weekly Pinners who engage with entertainment content, two out of three have discovered a new film or programme on Pinterest.3 And 70% took an action after seeing entertainment ads on Pinterest, with the top actions being that they either watched a new programme or attended a film.4
The campaign extended the online-offline discovery for IT: Chapter Two by including Pincodes in film posters displayed alongside an exclusive exhibition of fan art featuring Pennywise and other characters inspired by both the films and King’s blockbuster horror classic. Scanning the Pincodes took gallery visitors to Pinterest boards containing digital versions of the art as well as behind-the-scenes making-of videos for the commissioned and fan artwork.
This is a first-of-its-kind marketing campaign for both Warner Bros. and for the entertainment category on Pinterest.
– Tina Pukonen, currently saving ideas to Horror Movies.
1Pinterest Ads Manager, US, March 2019
2Pinterest Internal Data, August 2017 – December 2018
3GfK, US, Pinterest Path to Purchase Study among Weekly Pinners who use Pinterest in the Category, November 2018
4GfK, US, Pinterest path-to-purchase study among weekly Pinners who use Pinterest in the category, January 2018