Fox Is Making Custom, Creepy GIFs and Videos for Poltergeist Fans

#WhatAreYouAfraidOf promotes new film trailer

Headshot of Lauren Johnson

Movie studios are well known for taking advantage of social media's bells and whistles to build buzz for their new trailers. Now, Twentieth Century Fox is taking it a step further, using real-time GIFs and videos to promote the upcoming horror movie Poltergeist.

Earlier today, Fox released a new trailer for the film on YouTube and Twitter. Now, it's asking fans what they're afraid of, and sending custom replies, stills and clips to people who use the hashtag #WhatAreYouAfraidOf on Instagram and Twitter.

Fox and agency VaynerMedia are churning out videos and pictures tailored to what people are tweeting about. Each reply plays off the trailer's dark, scary scenes. For example, the tweet below was a reply to someone who is afraid of clowns.

"We're using templates inspired by the visual aesthetic of Poltergeist that will be matched according to fears of fans as they share them," explained Matt Siegel, vice president of VaynerMedia. "The idea of offering up customized, scary content is inspired by the film's premise, which is that the poltergeist already knows its victims' deepest fears and can use that against them."

Fox has also tapped 11 influencers, including David Camarera, Pia Mia, Cami Branson and Jessie Morrison, to plug the movie on social media.

The real-time videos and photos will be posted through 10 p.m. tonight. Take a look at some of the posts below.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.