The Netflix film Knives Out needs no introduction. It has received worldwide acclaim and reviews for its revolutionary combination of comedy, cheekiness and murder thrill into one of the most popular thrillers in recent times.
So when Netflix came to us to help promote the sequel, Knives Out: Glass Onion, we knew we had a daunting task on hand. With the challenge it being already incredibly popular and everyone knowing the unique and quirky genre of the movie, how could we drive interest in the most unexpected way?
Adopting a social-first approach, we started planning and executing the most unexpected getaway inviting influencers around the region and the world to join us for the premiere of Glass Onion. Innocent looking invites were sent out as influencers flock over to Khao Lat for a weekend of leisure and movie-watching.
They had no idea what was coming.
Influencers touched down on the island in expectation of a weekend of fine cuisines, pampering and relaxation.
We had something different in our minds.
Dinner was served, and everything seemed well and rosy. Guests mingled, had fun, selfies and bubbles.
It didn't last long before the smiles turned into frowns and shock. Detectives stormed in as eeriness crept in. A mysterious murder of Jason, the Hotel Manager who greeted them this morning has turned everyone present into prime suspects. Their press photos taken in the morning were turned into mug shots, as every single one had to turn to each other and their social media following to complete sets of challenges and engagement to clear their names once and for all.
We got people from all over the globe glued to their phones as the influencers worked with their followers to help crack codes, hints and missions to clear their names. In real time, we also updated the list of suspects to reflect the engagement and alibis that they have received.
And after two days of gruelling investigation and questioning, it was time for them to finally enjoy the movie, but not before they found out who exactly killed Jason.
The activation was also picked up by entertainment and culture media around the globe.
Becoming one of the most hyped about social activation created by Netflix Singapore, for the world.
