To celebrate the release of The Exorcist: Believer, Universal asked Forward and Hang to create a haunting, gamified loyalty experience that allowed fans to engage with the story and receive rewards.
The Ask
Design a unique film promotion that explores how fans of horror franchises like The Exorcist can deepen their relationship with the IP and offers Universal enhanced engagement opportunities beyond the capabilities of a standard ticket purchase.
The Solution
Forward designed a gamified experience in collaboration with Hang, a web3-powered loyalty platform featuring smart rewards and powered by machine learning.
This experience allowed us to evaluate how web3 technology can enhance fan engagement with beloved legacy IP, emphasizing narrative depth and user experience simplicity.
The game utilized the Aptos blockchain, which enabled us to develop a fan engagement framework that Universal can effectively use for diverse IP and promotional efforts
Users were invited to participate in an interactive experience to complete a quest and earn rewards. Showing proof of a Fandango ticket purchase unlocked a redemption code for a collectible ‘loot box’ containing limited edition poster artwork, behind the scenes footage and an Exorcist-themed AR experience.
Our 'loot box' took inspiration from the iconic fortune teller narrative tool seen in the film. When a user interacted with it, they were treated to a clip from the trailer that revealed their rewards.
“Entertainment is a main area of focus. We are creating unique, unexpected, and fun ways for fans to connect, enabled by the unique features of Aptos. This test with The Exorcist: Believer allowed us to do that. We are excited for the future of fan engagement”
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Audience research
Design Strategy
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UX development
Art Direction
Copy development
Game campaign creative direction and development
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IP Driven Strategy
Creative Production
Copy Development
Results
Press
Stats
30%
Return rate day-over-day
4%
Fandango ticket purchase code redemption