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 The Grinch

Case Study

universal the grinch bus out of home advertising in los angeles california
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"The billboards really did move the needle. You always hope for things to go viral and it happened. So many people posted pictures."

- Michael Moses, President of Worldwide Marketing Universal

Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

To promote the release of The Grinch, Universal targeted residents and commuters with contextually relevant messages. For example, in LA, The Grinch tells people, "Of course you'll make it as an actor" and in NYC, "Good luck getting those Hamilton tickets." The campaign went viral on social media, reaching over 8.8M people on Twitter, with more than 7.8K unique mentions of The Grinch Billboard.

Details

Market: New York City and Los Angeles

Media Buy: Billboards and Transit

Rational

In preparation for the holidays and the movie release, Universal wanted to utilize billboard and transit media in a high-impact and creative way. Universal's witty outdoor campaign featured comments from the Grinch himself with customized messages, tailored to each city. Universal was also able to create an IRL to URL presence by driving people to share across social platforms including Benedict Cumberbatch, the actor behind the Grinch's voice.

Results

The campaign went viral on social media, reaching over 8.8M people on Twitter, with more than 7.8K unique mentions of The Grinch Billboard. Benedict Cumberbatch, the actor behind the Grinch's voice, applauded the campaign saying, "I love them. The billboards are a very adult way into enjoying what The Grinch is about."

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