Child's Play

McKinney LA created a Reddit chatbot of Chucky for Orion Pictures’ “Child’s Play” that did more than just hype the movie. It leaned into the inherent nature of Reddit — a notably difficult place to advertise — by not only encouraging commenting, but rewarding it. The bot — as Chucky is known to do — killed. With more than 40,000 comments in its week-and-a-half campaign run, the work became the most engaged-with in Reddit’s history.