Murder on the Orient Express — 20th Century Fox

360 integrated campaign

AGENCY: ECLIPSE

20th Century Fox wanted to promote its star-studded upcoming remake of the classic whodunit, Murder on the Orient Express, in an innovative manner. They hoped to give modern audiences a taste of an old-fashioned mystery, and introduce the characters and setting, without alienating Agatha Christie fans or giving away the film’s final surprise.

eclipse was brought on more than a year prior to the film’s release to help out. Our research indicated a strong interest in mysteries and puzzles across a wide audience. People didn’t just love a challenge, they especially loved it when it was really difficult.

The Problem: Get people, especially younger audiences, excited about the film version of the Agatha Christie whodunit.

The Solution: Create a 6-month gamified integrated campaign that engaged fans to be their own detectives.

CASE STUDY: CLUES ARE EVERYWHERE

THE CAMPAIGN

THE SUSPECTS

The suspects, comprising most of the main cast, each have a bio bio that alludes to their potential guilt in the crime of murder.

CLUE UNLOCK

Would-be detectives unlock exclusive content by tapping one of the objects in the crime scene and entering the solution to the clue.

HARDMAN’S CLUE: THE COIN

UNLOCKED CONTENT

MASTERMAN’S CLUE: REDDIT USERNAME

UNLOCKED CONTENT

MACQUEEN’S CLUE: HIDDEN PHONE NUMBER

UNLOCKED CONTENT

FURTHER UNLOCKABLE CONENT

PRESS PARTNERSHIP

2.8 billion - overall reach for “Orient Express”      

225,000 - mentions of “Clues Are Everywhere”      

99.3% - positive sentiment

Clues hidden throughout the 6-month marketing campaign unlock content on the website

CREATIVE TEAM

ECD: Glenn Sanders

ACD: Reha Baydar

Art Directors: Chris Rutherford, Wallace Bridges

Copywriter: Patrick Tamisiea