Case Study: Universal Pictures drives fan engagement and box office buzz with Community

Universal Pictures drives $103.2M at the box office with Community

Universal Pictures, a major film studio, faced the challenge of building authentic, direct fan engagement and cutting through marketing noise to drive momentum for the release of The Accountant 2. They partnered with the vendor Community to move beyond traditional trailers and press.

Community implemented a solution using an in-world voicemail and SMS campaign. Fans called a number to hear a custom voicemail from a film character and were prompted to text a keyword to receive exclusive content. This approach blended storytelling with real-world engagement, resulting in thousands of calls and texts, a 47% engagement rate, and a direct line to fans that contributed to a $103.2 million global box office and 80 million streaming viewers.

Universal Pictures