Teasing the release of "I Know What You Did Last Summer" (2025)
Build hype leading up to the premier
Our objective for this campaign was to generate anticipation and excitement surrounding Sony Pictures’ upcoming release, I Know What You Did Last Summer. To achieve this, our team collaborated closely with Sony’s in-house creative department to develop an innovative publicity stunt that blurred the line between fiction and reality. Together, we orchestrated a viral campaign in which Benjamin Willis — the infamous antagonist from the film — was reportedly spotted on multiple CCTV cameras across New York City.
More hype. More ticket sales.
The results were extraordinary. Within the first week of publication, our post on @explaining generated over 6.2 million views, capturing the attention of audiences worldwide. More than 80,000 users shared the content directly with friends... a clear testament to the campaign’s viral appeal and its ability to engage viewers beyond passive consumption. The momentum didn’t stop there. The stunt quickly spread on social media, catching the attention of major news outlets and entertainment platforms that began covering the campaign as a standout example of modern digital marketing.
