Knives Out "Get Your Cut"

Objective

As Knives Out faced competition from Frozen 2 during Thanksgiving 2020, Lionsgate partnered with AvatarLabs to drive movie theater attendance through audience engagement. The campaign aimed to deepen fan connection to the murder mystery film by creating a narrative-driven puzzle experience where fans could unlock exclusive rewards.

Solution

Get Your Cut was a transmedia puzzle sweepstakes woven into the film's entire marketing ecosystem. Fans discovered 32 unique mysteries embedded across trailers, posters, red carpet footage, and footage from the film itself, released multiple times per week over a two-month period. Players solved puzzles to earn entries into a $250,000 grand prize sweepstakes, with more difficult challenges awarding more entries. The campaign's premise tied directly to the film's plot: Harlan Thrombey's will promised a portion of his fortune to fans clever enough to find hidden clues.

Results

Not published.