Midnight Oil is U of I’s pro bono, full service, student-run advertising agency.
I was the copywriter for the Universal Pictures team. We were tasked with promoting a screening of Happy Death Day, a horror film shown at the Art Theater Co-Op Building, a venue with 250 seats.
Using guerrilla marketing to generate publicity, we wore masks from the film and passed out toys and brochures across campus.
On the quad, we created a giant birthday cake from the film, generating word of mouth buzz on campus.
Traditional print flyers aided our efforts.
As a result of our campaign, the pre-screening on October 11 was completely full. All 250 seats in the theater were filled in addition to a line out the door and down the street.
Team
Copywriter | David Hood
Account Manager | Atil Malak
Research | Anastasia Mourikes
Social Media | Shubo Wang
Strategy | Alexa Nelson
Art Director | Nathan Cho
Art Director | Elena Gatti