Marketing of Unfriended

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Unfriended is a supernatural horror film revolving around a group of high school students skyping while a ghost of a former friend is haunting and killing them.

-Trailers
60% of Unfriended's marketing budget was spent on digital platforms. In july 2014, the first teaser trailer was released, containing scenes from the film. However, in this trailer, the film is called "Cybernatural", which was the first name given to the film. On January 12, 2015, the film's first official trailer was released.
Unfriended's Official Trailer

-Kik promotion
On February 13, 2015, Kik launched a campaign where Kik users could have a chat conversation with Laura Barnes, the ghost of the film. This was made possible by automated responses and pre-scripted responses. The chat also attempted to drive users to a microsite (now defunct). This was an effective marketing strategy as 57% of the Unfriended's Facebook page chatted with 'Laura' and 23% of the shared the experience with their friends.

-SXSW extras
After the film's premiere at SXSW, exclusive Never Have I Ever Unfriended cards were released, as the game Never Have I Ever played a large role in the film. Unfriended themed photo booths were set up as well at SXSW.
The photobooth for Unfriended at SXSW
A Never Have I Ever Unfriended card

-Poster
Unfriended's most prominent poster shows the film's main character, Blair, screaming. Static covers her eyes, and a search bar with many questions about Laura Barnes is in the middle of the poster. The dark background and static create an eerie overall mood. 
Unfriended's official poster

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