We made movie directors out of Monster High fans

Frights! Camera! Action!

Monster High, Mattel

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Task

Monster High asked us to come up with a competition to surprise their fans and support the launch of the new movie called Frights, Camera, Action!

The search

To connect with Monster High fans, we needed to offer them something that nobody had done before, that would surprise them and that would give them much more than a mere prize. We analysed our audience and found the idea we were looking for.

The idea

The plot of the Monster High Frights, Camera, Action! movie combines the fun of travelling with the movie world. And we thought, why not create an app that girls could use to create their own movie as they travel through the different scenes in the movie?
And so we came up with the Monster High Frights, Camera, Action! competition, an app that fans could use to create their own version of the movie and feel like real monster-movie directors. The story started at the airport and the girls had to catch flights and create different sequences from the movie as they travelled around the world.

The final gala

Out of all the movies that were created, the 25 that got the most votes came as finalists to the grand prize-giving gala, the Silver Claw. All of the other entrants could also come to watch the prize-giving ceremony.
So we created a virtual and interactive gala where the girls could enjoy the prize-giving ceremony in person, walk on the red carpet, sign autographs, and take photos with the monsters. A great experience for the users.

Campaign

Website

Boys and girls could use the app to create their own episodes.
  • Frights! Camera! Action!. Monster High, Mattel
  • Frights! Camera! Action!. Monster High, Mattel
  • Frights! Camera! Action!. Monster High, Mattel
  • Frights! Camera! Action!. Monster High, Mattel
  • Frights! Camera! Action!. Monster High, Mattel
  • Frights! Camera! Action!. Monster High, Mattel

Silver Claw Gala

Design and production of the interactive gala.

Viral video

Creation of a video to introduce the competition

Newsletters

More than 200,000 newsletters sent out

And also:
  • Video-banners
  • Community Management
  • Press releases

European results

screen

460.000

visits to the site
users

12.000

registered users
movie

7.660

movies created
check

17

minutes on the site on average