The proposed marketing campaign utilizes various social media platforms and activations to promote the thriller film The Boy Next Door. It is broken into three phases that gradually reveal sinister details about the character Noah. Phase 1 introduces Noah as charming on social media. Phase 2 hints that something is wrong as stalker-like behavior emerges. Phase 3 asks audiences to consider how they would react if obsessed with someone dangerous. The campaign aims to generate intrigue, obsession, and discussion of the film's themes through interactive experiences across social platforms.

2. Isn’t it strange how the things you can’t
have can turn into the things
you want so badly?
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3. and how breaking the rules can make
things that much more exciting?
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4. Our campaign for The Boy Next Door will play with the universal
tendency to obsess and give in to temptation, while also celebrating
the sexy thriller genre by focusing on the scares, sex, and violence
that make these films so much fun.
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5. Physical Attraction
Campaign Themes
Obsession Temptation Fear Voyeurism
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6. A Phased Campaign
Phase 1: Get to Know the Boy Next Door - Who’s that boy? Women will want to date him…
guys will want to be him. The first phase of our campaign introduces Noah, a handsome, charming
young man that most women dream of. Suddenly he’s everywhere on social media. But something
feels a little… off, like he’s almost too good to be true. !
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Phase 2: Something’s Not Right… - As our audience is hypnotized by Noah, they’ll begin to
realize that there is something wrong with the boy they’ve fallen in love with. We begin to create a
sinister atmosphere by revealing more about the plot of the film and sharpening our focus on
Noah’s insanity and Claire’s costly lapse in judgment. !
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Phase 3: It Could Happen to You - As we get closer to release day, we ask fans to look at
parallels between our lives and the themes of the film. What are your obsessions? Have you ever
done something crazy in the name of love? How can you tell if the person you’re dating is secretly
a psycho?
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7. Campaign Timeline
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•Teaser Trailer
•Outdoor
•Broadcast Media
•Updated Trailer
•New Year’s
• Release Date 1/23
•American Idol
Season 14
Phase 1: Focus on Noah. !
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Themes: physical attraction, temptation!
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• Noah in-world social profiles activated!
• Persistent social on film site!
• Noah Skype/FaceTime for English and
Hispanic audiences!
• Noah on Tinder!
• Facebook retargeting
Phase 2: Noah turns slightly creepy; early
film plot tease. !
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Themes: voyeurism, fear!
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• Trailer reveal stunt!
• Noah Tumblr!
• Noah/Claire-Cams!
• Hispanic activations on Twitter and Vine!
• Persistent social integrates Halloween horror
and Black Friday holiday kickoff
Phase 3: Focus on film, stars, and
getting fans to consider how they
would react in a similar situation;
possible advance ticket sales 2-3
weeks out.!
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Themes: obsession, temptation!
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• Jennifer Lopez and American Idol
content!
• Media partnerships
(Buzzfeed, Latina Magazine, etc.)!
• Whisper mobile!

8. Get To Know Noah on Social:
“#BoyCrazy for Noah”
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Stradella Road will actively respond to
followers as Noah, and even initiate
conversations as him with fans online. The
sexiest content (e..g, shirtless pics) will be
tagged with the hashtag #BoyCrazy.
Phase 1: Get to Know The Boy Next Door
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When a handsome guy moves in next door, checking out his
social profiles is a must.!
!
We’ll introduce Noah and highlight his charisma and good
looks by creating in-character profiles on Twitter, Instagram,
and Snapchat. Content will include workout selfies, images of
his celebrity crushes, and his favorite quotes from The Iliad.
While the content will portray him as a charming young man,
there will be something a little… off about him.

9. Get To Know Noah on Mobile:
“Skype/FaceTime with
the Boy Next Door”
You don’t want to miss a call from that sexy guy next
door.!
!
Users submit their mobile number via text or the
official movie site for a chance to receive a call from
the boy next door. Shortly after submitting their
number, users will receive a FaceTime call from
Noah. Noah will say that he can’t hear or see them
due to a bad connection, but he’ll still flirt with the
camera and maybe even remove his shirt to reveal his
exceptional torso.!
!
After he hangs up, the hashtag #BoyCrazy (which
sets up a later activation) will appear on the screen.
Phase 1: Get to Know The Boy Next Door
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10. Get To Know Noah on Tinder:
“Looking for Love”
We’ll create a Tinder profile for Noah that shows off his good looks
and that charm that just seems a little too good to be true. We will
actively manage Noah’s Tinder account over the course of the
engagement.
Phase 1: Get to Know The Boy Next Door
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11. Get To Know Noah en Español:
“Encuentro Secreto” (Secret Meeting)
U.S. Hispanics overindex when it comes to seeing thrillers in
theaters. This coupled with the fact that Jennifer Lopez and Ryan
Guzman both have Latino backgrounds mean The Boy Next
Door has a good chance of resonating with this demographic.
We’ll speak to these U.S. Hispanics in the places where they
hang out online and offer up activations particular to their likes
and habits. !
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Our highly visual Skype/FaceTime and Instagram concepts
are perfect for bilingual audiences and secretive enough to
satisfy the thrill-seeking Hispanic audience. We will develop
organic posts as part of our persistent social campaign, and
Facebook and Twitter ads for Boy Next Door’s paid media
activations, that contain sexy messages from Noah in
Spanish. Content will link to Noah’s Skype/FaceTime
experience and Instagram. Placing Spanish messaging in
unexpected places will add an element of surprise, and
capture the attention of U.S. Hispanics.
Phase 1: Get to Know The Boy Next Door

12. Media Activation/Development:
“Stalked by Noah” Retargeted Creative
That boy. He’s everywhere. He’s kind of cute. And he seems to want to know you. !
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It’s great when you see your crush everywhere… but after a while, it can be a bit creepy.!
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Stradella will develop organic posts and ad creative that feature Noah, initially in appealing and relatively innocent ways. Ads
launch in late Phase 1, but are not movie branded. Instead, they introduce an attractive young guy (Noah) that we’re not sure
why we should want to know him. But we do. !
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Ad retargeting will track fans who visit select online destinations and sites related to the film (e.g., any of the social profiles
we set up for Noah) and serve them our ads, calling each individual out by name in the creative. In Phase 1, images will
feature a high school yearbook-style photo of Noah, or Noah in an approachable pose. !
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By Phase 2, the campaign begins to take on a more sinister tone. Noah becomes flirtatious, and ads pull facts and details
from fans’ Facebook pages that arm Noah with too much information about them — which is reflected in the ad copy. (“Saw
you were browsing Victoria’s Secret yesterday. Buy something sexy to show me.”).!
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In Phase 3, in the advance ticketing window, Noah will request fans to make a date with him by buying advance tickets to
The Boy Next Door on Fandango.!
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Phases 1-3: All Campaign Phases
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13. Something’s not right In The
Neighborhood: “Noah/Claire-
Cam Experience”!
This standalone site allows viewers to become nosey
neighbors and choose between two webcam
perspectives: Watch Noah and Claire as they go about
their daily life. Viewers might see Claire leaving for work
in the morning, Noah doing pull-ups in his room, Claire’s
son Kevin playing video games before bed… or maybe
something even more sinister. !
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Announcements on Noah’s social profiles point people to
the site when something particularly exciting is about to
happen. The footage will also be used to subtly reveal
plot points from the film.!
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The experience would be created using film footage with
additional filming using body doubles, or camerawork
that gives the illusion that we are watching characters
from the film.
Phase 2: Something’s Not Right…
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14. Something’s not right With That Boy:
Noah’s Tumblr
Tumblr is a platform for the most obsessed fans—so it
makes sense that this is where Noah would go to
create an anonymous digital space devoted to his
obsessions. !
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We’ll develop an interactive Tumblr that resembles a
shrine you might find hidden in the back of Noah’s
closet. The Tumblr will feature photos and GIFs of
beautiful older women, romantic quote cards, Spotify
playlists, and any other relevant content from !
other activations. Some content could reveal!
details of Noah’s past (e.g., newspaper clippings
about his parents’ death).
Phase 2: Something’s not right…
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15. There’s nothing more fun than being surprised
in the middle of the day by the hot guy you
have a crush on. !
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Stradella Road will develop content for
Universal to partner with People en Español to
have Noah “hack” into People en Español’s
official Twitter account. Noah will push out sexy
selfies and secret messages in Spanglish, or
containing some cultural reference familiar to
U.S. Hispanics. The publication’s official
accounts could acknowledge the hacking with
no complaints and some funny commentary.
The messages can come regularly for a few
weeks, giving fans something to constantly look
forward to.
Phase 2: Something’s not right…
Something’s not right with
People: People en Español
Twitter Hack

16. The Cuban-American entertainer Jessi Smiles is
popular in the Hispanic community and has 3.2
million followers on Vine. Part of her brand is
making fun of her cluelessness when it comes to
relationships. She’s able to make lighthearted fun
of crazy behavior—much like our handsome star. !
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We’ll partner with Jessi to script and film a series
of Vines that feature her entering a relationship
with Noah. They’ll meet and fall in love. As he
gets crazy… she’ll get crazier! The activation
could be entirely her own account of events
through photos, or Noah could make a special
appearance for a Vine or two.
Phase 2: Something’s not right…
Something’s not right with Jessi Smiles:
“Jessi Falls for Noah” Scripted Vine
Series

17. Trailer Reveal Option #1:
“Crazy Boys Everywhere”
Get too close to something beautiful and you’re bound to
see the flaws.!
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We’ll station handsome young men in bustling locations in
New York, Los Angeles, and Chicago with signs
encouraging passersby to stop and practice their flirting
skills. After a brief friendly and ever-so-flirtatious
conversation, the men will hand visitors a card that tells
them something terrible they’ve done (“I blackmailed my ex
with private photos”). The back of the card will say
“Sometimes looks can be deceiving #CrazyBoy,” and list a
URL that reveals the trailer.!
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This stunt can be timed around Black Friday to capitalize on
crowds in malls.
Phase 2: Something’s Not Right…
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18. Trailer Reveal Option #2:
Text Obsession
A man obsessed never knows when to quit.!
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This text-based activation will send flirtatious messages from
Noah to fans’ phones. After an initial sexy exchange (“How’s
your day?”, “I’ve been thinking about you”), the texts will slowly
become unhinged and frighteningly frequent (“Why aren’t you
responding?”, “Are you with someone?”, “ANSWER ME!”).
Among these texts will be a video that Noah wants them to !
see (the trailer). To stop the texts, users must view the !
trailer and reply with a code word that appears at the !
very end of the clip.!
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As with the Skype/FaceTime activation in Phase 1, !
users will need to opt into the experience on an !
official platform and agree to receive texts !
from Noah.
Phase 2: Something’s Not Right…
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19. Trailer Reveal Option #3:
“Call-in Confession”
When you’ve done something bad, sometimes you’ve just
gotta get it off your chest.!
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Noah will call-in to Andy Cohen’s Watch What Happens: Live
to talk to Cohen and his guests (who are almost always the
lovely cougars of the Real Housewives franchise). Noah will
talk about his own romantic experience with an older woman
and how the affair took a turn for the worse. After showing
the trailer, we’ll return to the studio with Cohen to find our
mystery caller has abruptly hung up. Cohen will call out the
hashtag #CrazyBoy (a twist on our earlier hashtag,
#BoyCrazy) to generate online conversation.
Phase 2: Something’s Not Right…
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20. It could happen to Jennifer Lopez:
“#SurpriseJLo” Media
Activation
The Boy Next Door hits theaters shortly after Jennifer
Lopez kicks off Season 14 of American Idol. We’ll
leverage Idol’s audience with a Twitter campaign to
surprise the star on air with a visit from Ryan Guzman.!
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During an episode of Idol, fans will be encouraged to
tweet using the hashtag #SurpriseJLo. Once a certain
number of people have used the hashtag, Guzman will
appear on-air, surprising her with a bouquet of roses for
Lopez and an exclusive clip from the film.
Phase 3: It Could Happen To You
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21. It could happen on Whisper:
“Obsession Confession”
Mobile Partnership
We’ve all had those relationship moments where
we’ve done something a little out there. Maybe
you drove by a girl’s house 18 times in one
night. Or perhaps you followed an ex across the
country in the hopes that he’d take you back.!
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We’ll partner with the mobile app Whisper to
create two new sections where users can share
the outrageous things they’ve done in the name
of love. The section #BoyCrazy will be where
women go to confess, while #CrazyBoy will be
for the guys.
Phase 3: It Could Happen To You
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22. It could happen on Pinterest:
“What’s Your
Obsession?”
We all have our obsessions. Sometimes
they’re with people, other times with places
or things. We’ll have fun with the concept of
obsessions by asking fans to take to
Pinterest and Instagram to share images of
their obsessions with the hashtag
#CrazyObsessed. Those who participate
will be have the chance to win tickets to the
premiere, a one-on-one Skype session with
Ryan Guzman, or even select items from
their photos. !
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This activation will occur around the
December holidays to capitalize on users
who are doing lots of shopping and list-
making online.
Phase 3: It Could Happen To You
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23. It could happen on Buzzfeed: “Is Your Life A Sexy Thriller?”
An editorial partnership with Buzzfeed or New York’s Vulture will offer fans lists and quizzes that closely align
with the themes of the film. All content will focus on the fun, campy side of romantic obsession, and steer
away from its darker implications. Photos and GIFs from the film would be used whenever possible.!
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Possible topics:!
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• “10 Signs You’re Being a Stalker”!
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• “Is Your Significant Other Secretly a Psycho?”!
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• “Are You the Crazy One in Your Relationship?”!
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• “How Stalkable Are you?”!
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• “Why Sleeping With Your Teacher is Always a Bad Idea”
Phase 3: It Could Happen To You
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24. It could happen to Latinas:
“Latinas in Love” Media
Partnership
Phase 3: It Could Happen To You
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Stradella Road will work with Latina Magazine
and the Universal Hispanic marketing group to
create a series of quizzes that reference
unique cultural references, sayings, and
traditions in Latino culture in order to tell users
what kind of “Latina in Love” they are. Quizzes
will be hosted on Latina Magazine’s website
and structured around real decision moments
for Claire in the movie, asking: “How would you
react?” The results would be highly visible and
shareable across social media.

25. Daily Social Content
All campaign beats will be supported with daily
content that reveals more about the characters
and plot, and generates excitement as we get
closer to release day.!
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• Quote cards from the film, critics, The Iliad,
and poems about obsessive love.!
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• Release day countdown graphics.!
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• Images of the cast at various premieres.!
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• Ticketing messaging.!
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• Animated GIFs.
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26. !
Thank you!
Campaign and individual element
pricing upon request.