O2L Star Kian Lawley Goes ‘Missing’ as Part of ‘Ouija’ Marketing Stunt

/ Oct 21, 2014

kian_lawley

This article originally appeared on The Daily Dot

By Rae Votta

Kian Lawley, one fifth of YouTuber super-collab Our2ndLife, did something unthinkable in October. He went completely silent for days on social media, whirling fans into a frenzy.

Lawley’s disappearance was part of a branded tie-in for Ouija, a horror film hitting theaters Friday, October 24. Fullscreen, the group’s multi-channel network, brokered the deal between Universal and the vloggers, setting up a series of videos that unravel the mystery of Lawley’s social media silence. After posting a video playing with a Ouija board, a mysterious found-footage video appeared on Lawley’s channel showing him being dragged through a doorway. Four days later he broke his silence.

Kian Lawley Tweet 1

Kian Lawley Tweet 2

Fellow members Jc Caylen and Ricky Dillon held a seance, uncovering that Lawley was in Chicago and tracked him down in a haunted house, where the boys reunited along with over 600 excited fans.

Marketing departments are increasingly tapping YouTubers for their campaigns, with major blockbusters like “The Hunger Games” using YouTubers as fictional hosts and Warner Bros. getting adventurous creators to partake in a Tough Mudders course to promote Tom Cruise vehicles. But the O2L stunt went beyond a branded video…

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