Marketing a film’s third installment can present special challenges. For The Hangover Part III, I developed concepts that were all about reminding fans of what they loved most about the original film.
Chow and Alan Call allowed fans to assemble sound clips of the movie’s two most popular characters, which could then be sent as a custom voice message to friends. Meanwhile, the Interactive Map told the story of all three films as a complete saga, with pop-up clips, trivia, and Easter Eggs. The Wolfpack’s last howl generated more than 25,000 Facebook likes and 40,000 page views.