Insidious 2 is a 2013 American supernatural horror film directed by James Wan. It is a sequel to Insidious and the second installment in the Insidious film series. When Horizon and Film District began to market Insidious 2, they had an incredibly valuable asset – the Facebook fan page had about 2 MM fans. The challenge was that the page had been fairly dormant since the release of the original film, and there was no available insight into Super Fans and Influencers. Socialtyze’s was tasked with finding the demographic and psychographic characteristics of the movie’s biggest brand advocates and getting them – and people similar to them – to engage in Insidious 2 content to build awareness and buzz for the coming sequel.
Using our proprietary technology, Qu, Socialtyze created a robust profile of the Insidious Super Fans, including age, gender, location, likes, interests, etc. In order to mobilize Insidious’ biggest advocates and stimulate the most engagement, we cross listed this data to gain insights on who to target and with what type of messages. For example, we saw an interesting correlation between the Super Fans and World Wide Entertainment (WWE), with over 57 different wrestlers being mentioned in the likes and interests of the movie’s biggest evangelists. We also discovered that fans responded most often to images of the child protagonist in the film and we were able to identify the optimal character length, tone, and timing of the posts.
Insidious 2 took in a staggering $41.05 million in its opening weekend, making it the biggest September opening ever for a horror picture. By knowing exactly who loved this movie and why they loved it, we were able to turn data into actionable recommendations. Socialtyze built a cohesive campaign that helped Horizon and Film District find success.