Trending PR Campaigns
Buddy’s Nostalgia-First Marketing Campaign
To promote the horror comedy “Buddy,” Roadside Attractions introduced audiences to its murderous unicorn through playful social media exchanges with familiar 1990s characters and brands. The campaign leaned into nostalgia and Buddy’s friendly persona, letting people warm to him before revealing his dark side.
Why it worked: It weaponised nostalgia with an in-world character campaign—teasers, faux ’90s brand interactions, and two-way texting—converting meme-native attention into measurable box office proof.
The lesson: Consider launching an in-universe persona that texts back, teases rivals, and withholds full reveals to turn curiosity into opening-weekend action.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| indiewire.com | The Terminally Online Showed Up in Theaters This Weekend for ‘Buddy’ | Monday 31st August, 2026 |
| indiewire.com | Watch the ‘Buddy’ Team Explain How They Made the World Fall in Love with a Murderous Unicorn | Saturday 24th October, 2026 |