The first creepy trailer for IT: Chapter 2 dropped this week. But for our money, a devious Instagram stunt was even more fun—as actors from the movie posted photos in which red balloons were hiding somewhere in the frame.
Some of the posts are more cryptic than others. Jay Ryan's caption, for example, reads "IT, has come 2 this!" Andy Bean and Isaiah Mustafa's captions don't give much away at all. Jessica Chastain's uses a clown emoji.
See some examples below.
All the actors followed up their initial cryptic posts with much more obvious promotional posts, all of which led up to the unveiling of the trailer.
The marketing for the Warner Bros. horror sequel is highly anticipated. The campaign for the first film was universally celebrated and incredibly diverse creatively—and was honored with a Grand Clio for its integrated campaign.
See the case study for that earlier campaign below.