To excite new and existing fans of SCREAM, Paramount tapped QYOU to generate mass awareness, engagement and anticipation for Scream VI via a large scale, short form video campaign on TikTok, Instagram Reels and YouTube featuring top Creators, custom creative and in-house production. We strategically identified and partnered with 16 Creators to produce 36 pieces of interactive, bespoke content that leaned into the film’s key themes, locations and characters, including the infamous “Ghostface.”
The campaign featured unique creative executions that all funneled into the overall campaign creative, “Ghostface Unleashed” in which the film’s recurrent character was “unleashed” on NYC to terrorize unsuspecting creators. Ghostface infiltrated their worlds and skillfully killed Creators off, one by one, establishing the notion that Ghostface is ubiquitous, keeping audiences engaged and terrified in one "swipe."
Overall, the entire campaign generated 17.5M+ views, 1.9M+ engagements, a 10.83% ER and 145K+ clicks directly to the ticketing site, resulting in an overall CTR of 2.48% which comes in at nearly 3x the platform benchmark of .87%. In its opening weekend, Scream VI was #1 at the Box Office, setting a franchise record with a $67M debut at global box office with 42% of the audience in the key 18-24 demographic. Our content created an overwhelming amount of intrigue for Scream VI through original creative and the strategic use of key characters, talent and themes from the franchise.
