As you scroll through Instagram be careful because the ZOMBIELAND: DOUBLE TAP cast might invade your feed! To get Instagram users to engage with the movie, we created a surprise experience where the video alters the feed and the cast interacts with your world.
Understanding user behavior on Instagram, we built an experience integrating features native to the social platform. To keep users engaged with the video content, we created an illusion of a scrolling feed as if the ceiling was closing in on the ZOMBIELAND: DOUBLE TAP cast. Jesse Eisenberg helps push the video back up to fill your screen and Emma Stone encourages followers to “double tap” to show some love. Abigail Breslin shows you how by breaking through the video to like the post herself.
Fans showed ZOMBIELAND: DOUBLE TAP the love. The video spread like the zombie apocalypse and reached a larger audience beyond just the movie and Sony Pictures’ followers. With a strong share rate, over 35% of the post’s reach was generated from this outside audience. Garnering over 1 million impressions, the video became one of Sony Pictures Instagram handle’s highest performing organic posts to date.
