Actors From IT Are Posting Instagram Photos With Red Balloons Lurking in the Shadows

Sneaky social stunt teases first trailer

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. 


Jessica Chastain


James McAvoy

 
 
 
 
 
 
 
 
 
 
 
 
 

It’s coming. ?

A post shared by James Mcavoy (@jamesmcavoyrealdeal) on


Andy Bean

 
 
 
 
 
 
 
 
 
 
 
 
 

Zen and the art of morning dishes

A post shared by Andy Bean (@andybeanofficial) on


James Ransone

 
 
 
 
 
 
 
 
 
 
 
 
 

On brand?

A post shared by James Ransone (@jamesransone) on


Isaiah Mustafa

 
 
 
 
 
 
 
 
 
 
 
 
 

When the dungeon master catches you outside on the phone during a D&D game. #brb #busted

A post shared by Isaiah Mustafa (@isaiahmustafa) on


Jay Ryan

 
 
 
 
 
 
 
 
 
 
 
 
 

IT, has come 2 this!

A post shared by Jay Ryan (@jayryanofficial) on

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. 

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Tim Nudd
Tim Nudd is editor in chief of the Clio Awards.