What Did Twitter Users Summon by Including #Candyman 5 Times in Tweets?

Universal Pictures and Peele’s Monkeypaw Productions backed Peele’s remake of 1992 cult classic Candyman—which hits theaters June 12—with a “first of its kind” activation on Twitter.

People who tweeted with the #candyman hashtag five times in one tweet were the first to see the full trailer for the film.

Universal and Monkeypaw teamed up with Twitter Next, the social network’s brand strategy team, to leverage the conversation card ad format and enable people to “summon” the Candyman.

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