In the world of A Quiet Place, silence means survival. 🤫
And yet—to build buzz, it's all about making noise.
For the highly-anticipated second installment in the franchise, our campaign had to embrace the idea that if decibels can decide who lives and who dies, then our campaign needed to use sound strategically.
Rather than be loud, we had to get fans to listen.
In the film, our heroes embark on a journey to a new refuge, avoiding Death Angels as they make as little noise as possible. Our campaign had to do the opposite, bringing the masses to the film with as much chatter as possible. Our goals included:
- 1) Build on the first chapter’s global success
- 2) Re-engage core fans into a world of danger, struggle, and silence
- 3) Broaden multicultural audience appeal
- 4) Highlight action, thriller, and family themes
Taking a lesson from the film, survival would require alliances. Working hand-in-hand with ASL influencers and other Paramount properties, we helped create a three-part campaign that delivered a cacophony of content—and another successful launch.
Project Marketing Campaign
What We Did
- Campaign Strategy + Ideation
- Social Strategy + Engagement
- Influencer Campaign
- IG Interactive Content
- Video Content
BE QUIET. ALWAYS.
The number one rule of A Quiet Place? Shhh. 🤫 To activate broadly amongst likeminded fans, we scoured the Paramount catalog of films for every shush-ing scene in the studio's history, from Scream to Shutter Island, and put them together into an epic supercut compilation warning to fans: Beyond all else, be quiet.
On Instagram, we built an interactive mini-game in IG Story that challenged fans to face some of the toughest situations in the film and make split-second decisions. With less and less time to answer each round, fans had to "fight for survival" in a world crawling with Death Angels.
SIGN LANGUAGE SUPERPOWER
As ASL plays a huge part in both films, we partnered with TikToker Scarlet May, a deaf disabilities and ASL learning advocate, to teach fans useful sign words and phrases they'd need to survive in the world of A Quiet Place Part II. The resulting video launched across Scarlet and AQP's social channels, driving awareness for both the film and ASL.
A NOT-SO-QUIET PLACE:
The campaign for A Quiet Place Part II followed in the footsteps of its predecessor, delivering a hit at home as the #1 title across digital and physical at launch. And with our ASL video viewed over 300K times, the campaign didn’t just drive awareness for the film, but for those who understand the role of silence in real-life, too.
- #1 FILM on Blu-ray
- #1 FILM on VOD
- 420 THOUSAND Video Views
- 40 THOUSAND Engagements