It’s the day of Halloween and you don’t have a costume yet. What do you do?
Mistress used this simple insight to engage fans of Mr. Mercedes, the Stephen King + DirecTV original series, by giving them some great costume ideas, and promoting the series at the same time.
We tapped into the unique platform features that were native to Facebook, Instagram and Twitter to help fans recreate their favorite characters. Then, to activate our fans for a chance to win exclusive Mr. Mercedes swag, we asked them to tag a friend in the comments, plus use this emoji , an emoji that we constantly utilize and own in the TOV of our brand.
The results were killer! With 7.2K total engagements, 200K impressions, and some awesome interpretations of our iconic characters from the series. And because the fans have used this emoji in their responses, it will now appear in their most recent section on the emoji keyboard, which continuously keeps our brand top of mind. This emoji keyboard is an untapped metric that we jumped on.
Facebook’s marketplace feature
Instagram’s Carousel Feature
Twitter’s Starter Pack