The First Purge

FACEBOOK 360 Experience + Social CAMPAIGN

The First Purge was wrought with controversy from day one. Our objective as the social agency was to navigate the real-life… echoes… of this fictional world in both our content and our community management. On the whole, fans reacted with excitement and vigor, viewing our creative over one million times.

This was my first time leading a Facebook 360 execution, so naturally I wanted to go big with a completely manufactured environment and relatively complex user journey. 😂

The 360 Experience performed well above average against other campaigns across genres. It ultimately garnered 320k impressions for the official The Purge movie franchise Facebook page with an engagement rate of 6%. Out of those, 13% of engagements lasted the full two minute duration. That exceeded our expectations and was a testament to how dedicated this fanbase had become.

The First Purge 360 Experience

Designed at Fullscreen Media with Dan McCauley in collaboration with Universal Pictures.