What We Did... Dug deep into the psyche of Pennywise the Dancing Clown1, created all campaign assets, and ran the full social theatrical campaign.
What I Did... Directed the social strategy and oversaw community management. Helped build out a voice2 for the campaign that felt like an extension3 of the kids in the film4. Analyzed fandom behavior and dropped easter eggs5 in content/copy to increase organic conversation amongst the community, promoted the interactive IT haunted house experience, and ran a fan art contest.