From here, the less you know about Twinless, the better. To engage viewers around the mysterious and genre-bending new film, it was imperative to deliver content that teased big twists and leaned into the Dylan O’Brien fandom without giving away all the details. Post copy leaned into the prestige of the film’s director and cast and highlighted positive critic reactions. Meanwhile, social content capture scripts and call-outs to watch in theaters lightly referenced plot points of the film while tapping into the personalities of actors Dylan O’Brien and James Sweeney.

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