To promote the premier of the terrifying new film, Candyman, Powster and Universal Pictures launched an augmented reality activation where you’ll need to say “Candyman” five times to summon the release of the final trailer - if you dare.

As part of the activation, visitors of the Candyman film’s website are given an up-close-and-personal look at Candyman himself. Upon visiting the mobile homepage for idareyou.candymanmovie.com, visitors can activate the immersive experience by saying “Candyman” five times into a virtual mirror, just like the characters in the film do to summon Candyman. Available on your phone or desktop, the experience takes over the camera and microphone and, as you say his name, bees from the film swarm your face before Candyman is revealed and your reaction to the scary moment is captured. After you have completed the experience, the exclusive final trailer for the film is unlocked. Visitors can also choose to download the video and share it with their friends or on their social media accounts.

To create this one-of-a-kind experience, Powster utilized Google's Speech-to-Text software and integrated it with 8th Wall’s platform to make AR possible in the web browser. The voice-recognition software recognizes only the word “Candyman” in up to 120 dialects and six languages. 8th Wall’s WebAR Face Effects work in the browser on smartphones and desktop computers with a webcam. The experience also made use of 8th Wall’s in-browser media recorder allowing users to capture the scary moment and download a video to be shared

“The activation utilizes technology that makes the interactive, heart-pounding AR elements available for everyone to access without downloading an app first, leading audiences straight to the film website; the natural next destination for more information, content and showtimes,” said Ste Thompson, CEO and Creative Director of POWSTER. “We’re excited to bring the anticipation and adrenaline rush of Candyman to life online, immersing audiences in the world of urban legends and creative storytelling.”

Read more about this experience on AdWeek.

Summon Candyman if you dare by tapping here.