HOW WE HELPED GHOSFACE MAKE A STABBING AT THE BOX OFFICE

HOW WE HELPED GHOSFACE MAKE A STABBING AT THE BOX OFFICE

Marketing Campaign

A KILLER RETURN TO META HORROR

Considering what usually happens when the phone rings in this franchise, we had to take a second before picking up the call...

And after a frighteningly fun campaign, we're glad we did. Here's how we took a stab at the long-anticipated return of Ghostface to the big screen.

To do this legendary slasher justice, our campaign had to take Ghosftace to new interactive heights, delivering a campaign that honored the meta, self-aware film that awaited fans. With no shortage of legacy moments and characters to work with, Ghostface’s hit-list began to come together:

  • 1) Embrace Ghostface’s anonymity—online, he can be anywhere, and anyone
  • 2) Deliver a modern “jumpscare” digital campaign by hiding in unexpected places
  • 3) Activate core fans with lore-driven content that honors franchise history
  • 4) Integrate what makes Scream a signature horror IP into a signature campaign

So, how could Ghostface make another killing with fans? Simple: by embracing what the masked slasher does best.

Together with our partners at Paramount, we made a plan, laid in wait, and hatched an onslaught of interactive and digital content stunts, helping the Scream franchise relaunch as only Ghostface would: by making the film infamous.

Scream (2022)
Client
Paramount
Project
Scream (2022)
What We Did
  • Social Strategy + Ideation
  • Social Campaign + Engagement
  • Digital Content + Collabs
  • Graphic Content
  • Video Content
  • Copywriting
  • Influencer Partnerships

THE BODYCOUNT:

Ghostface likes an audience, and he got one. Scream fans new and old helped make the film a breakout hit:

 

Results
  • 1.9 MILLION VIEWS OF THE ULTIMATE SCREAM BRACKET
  • 850 THOUSAND VOTES IN THE ULTIMATE SCREAM BRACKET
  • 630 THOUSAND VIEWS OF THE SCREAM HONEST TRAILER
  • 100 THOUSAND VIEWS OF THE GHOSTFACE ASMR VIDEO
  • #1 AT HOME ACROSS DIGITAL SALES AND RENTALS AT LAUNCH
  • #1 ON BLU-RAY DOMESTICALLY AT LAUNCH
  • TOP 20 TITLE FOR 8 WEEKS POST-RELEASE
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