PHD and Kinetic conjure up experiential campaign for Warner Brothers

Warner Bros, partnering with PHD, has collaborated with Kinetic, the global leader in planning and buying out-of-home (OOH) media, and devised an interactive visual and audio OOH campaign to celebrate the highly anticipated release of Warner Brothers’ horror film The Conjuring 2.

The campaign, runs from June 6th to June 16th  across four high profile JCDecaux sites. The campaign employs a 6-sheet bus shelter site which invites consumers to look through a peep hole in the poster creative, behind which a digital screen will display a shocking ten-second trailer showcasing the scariest moments from the upcoming horror sequel.

The innovative bus-stop special builds, based in London and Manchester, will use audio to enhance the experience and also include The Conjuring 2 creative as a vinyl wrap to create a fully branded zone. A film crew will catch consumers’ reactions as they view the scary video and will share the best clips across social media.

The interactive posters are part of a wider OOH campaign, which includes large format outdoor sites and underground advertising.

Alex Taborda, Media Group Manager at PHD, said: “It is a brilliant use of outdoor, and perfectly reflects the appeal of this style of film – that something as comforting and mundane as the home could in fact be housing malevolent forces. It will only add to the buzz around what we hope to be the horror event of the year.”

Sam O’Connell, Head of Projects & Operations, Kinetic Active UK, said: “The Conjuring was one of the biggest horror hits of recent years, taking in £318 million at the worldwide box office, so we wanted to work with Warner Bros on something extra special to add to the excitement of the sequel’s release.

“These stand out special builds will create intrigue and allow consumers to engage with creative and content. The exciting and unique creative will be a real talking point on the streets of London and Manchester and has real shareability across social media.”

Supernatural horror movie The Conjuring 2, based on true events, sees Patrick Wilson and Vera Farmiga reprise their roles as paranormal investigators as authors Ed and Lorraine Warren, who travel to England to investigate poltergeist activity at a council house in Enfield.