IT, the novel by Stephen King, tells the story of a group of children in the town of Derry, Maine who are terrorized 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 The IT Experience: Chapter Two. The experience was open from August 15—September 8, 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 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 movie content every month1 and a whopping 22 million people engaging specifically with horror movies on Pinterest.2 Warner Bros. chose Pinterest in part because among weekly Pinners who engage with entertainment content, 2 in 3 have discovered a new movie or show on Pinterest.3 And 70% took an action after seeing entertainment ads on Pinterest, with top actions being watched a new show or attended a movie.4
The campaign extended the online-offline discovery for IT: Chapter Two by including Pincodes in movie posters displayed alongside an exclusive exhibition of fan art featuring Pennywise and other characters inspired by both the movies 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, Mar 2019
2Pinterest Internal Data, Aug 2017-Dec 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