The Challenge "Before I Wake" was a small horror release facing two major challenges:

• Kate Bosworth, the film’s main star, is not typically known for horror movies.
• Relativity wanted to capitalize on the topical buzz of Friday the 13th and decided to launch the trailer the same day, pitting the film against other social media heavyweights such as SXSW.

Socialtyze was tasked with helping our client break through the clutter on Twitter and build excitement for the film.The CampaignSocialtyze, Relativity, and Twitter came together in one conference room for 10 hours in March to launch and monitor the campaign from beginning to end. This enabled our team to target Twitter keywords before they became trends, live report results to the client, and make snap decisions with the partnering creative agency about what was working.

The Results

• The movie trended for six straight hours - beating SXSW, a push from Empire, and competitive releases.
• Over the span of three days the trailer was watched almost 1MM times.
• Top Movie on Twitter: “Before I Wake” topped Twitter's internal leaderboard, beating out larger releases like Star Wars, Fifty Shades of Grey, Furious 7, and Insurgent.
• Click here to view Twitter’s complete Q&A with Relativity about the campaign’s success.

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