Case Study: Universal Pictures drives high-intent engagement for The Black Phone 2 with Discord

Universal Pictures drives 2.7% action intent lift with Discord

Universal Pictures needed to launch the film *The Black Phone 2* to a horror audience that prefers active participation over passive marketing. Their challenge was to cut through a crowded landscape and drive both awareness and intent for the film on Discord.

Discord implemented a first-of-its-kind multi-Quest campaign, sequencing a trailer Video Quest, an immersive interactive Mission, and a final ticketing Video Quest. This solution created a sustained, engaging horror experience that led users from awareness to action. The campaign delivered significant results for Universal Pictures, including a 2.7% lift in action intent and an average of 8 minutes of deep engagement per user.

Universal Pictures