Case Study: Universal Pictures boosts Black Phone 2 buzz with Overwolf

Universal Pictures reaches 10M+ players with Overwolf in Black Phone 2 R.E.P.O activation

Universal Pictures sought to build buzz and drive intent to see their film, Black Phone 2, during the Halloween season. The challenge was to make the film feel unmissable by sparking conversation at scale ahead of its theatrical release. To achieve this, they partnered with Overwolf.

Overwolf’s solution was to create a custom mod for the viral horror game R.E.P.O. This mod introduced a live in-game experience where a ringing black phone, once answered, unleashed a character to hunt players. A leading modder promoted the activation, and horror creators amplified it through streams. The campaign reached over 10 million players, generated 6,000 hours of gameplay, and achieved a 1.8% engagement rate, dominating community conversations and turning into a cultural moment.

Universal Pictures