Nerve is a thriller film that features Emma Roberts and Dave Franco in an immersive online game of truth or dare. Since the film is based on high schoolers, Lionsgate wanted to raise awareness of the film's theater release among a younger crowd, while going head to head with another huge summer blockbuster targeting this audience. Twitter doesn't allow you to target younger than 18, and while Facebook and Instagram do, Lionsgate wanted to reach teens on a platform where they were spending most of their time.
Enter Snapchat. We created custom Snapchat filters that made users look like they were playing the Nerve game themselves. The filters, which were available in 180 different movie theaters showing the film, allowed movie goers and Snapchat users to take photos to send to their friends and share their stories, generating more buzz around the film.