The marketing campaign for horror-comedy Pride and Prejudice and Zombies has recruited New Zealand YouTube star Jamie Curry in a series of Snapchat videos showing the 19-year-old vlogger morphing into a zombie in preparation for a date with her very own Mr Darcy.
Curry’s transformation was watched by more than 65,000 of Jamie’s Snapchat followers in less than 24 hours. The Snaps were then packaged as a video and shared on Jamie’s Facebook channel, which has more than 10 million fans and has had more than 500,000 views in the two hours since posting.
oops. snapchat: jamiecurry pic.twitter.com/ml9yiD9ofe
— Jamie Curry (@jaamiecurry) February 12, 2016
Developed and executed in Sydney by socially-led creative agency, We Are Social, Jamie’s Snapchat activation was in conjunction with Roadshow Films for Pride and Prejudice and Zombies, releasing in Australia on February 25.
We Are Social managing director, Suzie Shaw, said: “Social insights and behavioural analysis of the target audience indicated three things: that Snapchat is the fastest-growing and preferred platform for teenage girls in Australia; Jamie Curry is the most respected and followed influencer; and – most interestingly – that the term ‘finding your Mr. Darcy’ is used in common vernacular when talking about finding the perfect partner.
“Jamie Curry’s following extends well beyond her native New Zealand and it was great to welcome her to Sydney for her first experience as a fully-fledged zombie.”
In Pride and Prejudice and Zombies, Jane Austen’s novel takes a zombie turn when 19th century England is overrun with the undead. Heroine Elizabeth Bennet (Lily James) is a dab hand at martial arts and weaponry, joining Mr Darcy (Sam Riley) on a blood-soaked battlefield to rid the country of the zombie menace.
Jamie’s social presence tops one million on her Jamie’s World YouTube channel, half a million on Instagram and 370,000 on Twitter.