Warner Bros. Entertainment partnered with Pinterest to launch a 360-degree experiential campaign for the launch of its horror movie IT: Chapter Two, released on September 6. The first of its kind for both companies, the campaign brought to life IT’s twisted funhouse at a Hollywood location that was open from August 15 to September 8. Free reservations to visit the funhouse, called “The IT Experience: Chapter Two,” booked up in minutes but guests were also able to gain entry via a stand-by line.
For those who couldn’t experience the Los Angeles funhouse, Warner Bros. created a custom 360 scan in partnership with Pinterest and Matterport. The scan gave fans a glimpse of the real funhouse experience via a series of custom angles and clickable hotspots to explore all angles, from desktop and mobile. The digital experience features audio and immersing pinners who appear as though they’re actually standing in the town of Derry, where the movie takes place.
To access the 360 scan, Pinterest created a promoted video pin which pinners can tap from their feed and swipe up to experience the funhouse, with the added option of sharing it with friends.
The “IT Chapter Two Art Show,” an exclusive exhibition of fan art in Los Angeles, featured another campaign element to increase discovery. Outside the exhibition, Warner Bros. hung movie posters that included Pincodes that, when scanned, took gallery visitors to Pinterest boards containing digital versions of the art and behind-the-scenes videos of process.
Given that entertainment is one of Pinterest’s fastest-growing categories, it’s likely that Warner Bros. wanted to capture the attention of the platform’s 22 million users who engage specifically with horror movies. Currently, Pinterest has more than 11 million boards—like “Movies to see—”dedicated to movies. After seeing entertainment ads on Pinterest, 70 percent of Pinterest users took action by watching a new show or attending a movie, and two-thirds have discovered a new movie or show on Pinterest. The platform as a whole reaches 42 percent of people who saw a movie in theaters in the last six months and 56 percent of people who use streaming services.