The challenge for this campaign was clear: we needed to get people to watch Doctor Strange: Multiverse of Madness in the cinema instead of waiting for the home release. The goal was to create excitement and intrigue that would drive audiences to theaters.

We leaned into the movie’s theme of alternate universes by using a bold, unconventional approach.. confusing the audience with fake news and spoilers. We created fake release dates, leaks, and spoilers that appeared to come from different dimensions. This tactic played on the multiverse theme, making the audience question what was real and sparking curiosity about the film.

Meme accounts were hired as influencers to amplify the campaign, spreading these fabricated stories and creating buzz on social media.

The campaign featured catchy headlines like “These spoilers aren’t fake—they’re from alternate universes!” The use of fake leaks and bizarre rumors piqued the audience’s interest, leading them to believe there was something more to the story. The meme accounts fueled the excitement, making it feel like an insider’s secret about the movie.

The campaign successfully captured the audience’s attention and created a buzz that pushed people to see the film in theaters, drawn by the intrigue of the alternate universe storylines. The playful, engaging approach made the experience feel immersive and directly tied to the multiverse theme of the movie.