Success Stories
The Grudge
1,180
6.1 M
3.8M+
We built anticipation and engagement around the movie release of The Grudge through a thrilling writing contest, two scary custom animations, and a trailer takeover of our Horror genre.

Challenge
Build suspense and engagement around the upcoming theatrical release of The Grudge, and introduce the movie to a new generation of fans.
What we did
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Enlisted animator Drew Christie to create a terrifying prequel animation about the curse of The Grudge.
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Invited our community to share their own story inspired by the curse of The Grudge, turning one lucky winner’s entry into a creepy animated digital short!
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Promoted the movie trailer between chapters of Wattpad’s most relevant stories.
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Wattpad’s FRIGHT profile was fully rebranded with #TheGrudgeContest.
Results
Our community was both terrified and excited to see the film, and the campaign made a huge impact! It resulted in:
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3.3M views on the prequel video content.
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3.8M+ views on the winning animated digital short.
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2,100+ amazing comments & votes from our community.
“Awe! That gave me amazingly good frightening chills down my spine when I watched the clip! That was so amazing!” - Wattpad community member