The filmmakers’ “if you log off, you die” revenge threat resonated with Millennials; so we treated the movie victim’s, Laura Barns, legend as alive and real and created a unique approach to social to play into this fear. Every piece of communication worked to support this conceit. We grounded the film in reality through short-form video pieces inspired by searches, chats and Skypes – as well as posts from “Laura’s” own accounts. Combining film assets with original content, we had to get creative to work around the Facebook, Spotify, Twitter, etc., UI that was featured in the movie but couldn’t appear in marketing. So we designed our own chat interfaces and used techniques like buffering video to get around those issues. We then drove home the idea on this crossover between reality and horror by friending influencers after preview screenings from Laura Barns’ FB account and having her reply to #unfriended tweets. The movie’s premise had come true, and influencers freaked out – tweeting about this creepy connection. Leading up to premiere, we heightened our “real-time” approach, weaving the Unfriended narrative into the conversation around key pop-culture events. Original short-form video pieces tailored to the Bieber Roast, Coachella, etc., plus an opening weekend outreach program sending original content from Laura to Twitter influencers, all worked together to create an echo chamber across social channels.