In Scream VI, Ghostface arrives in NYC for the first time in franchise history.
But to make franchise history of our own, we knew a killer entrance wouldn't be enough. How could we create a campaign of jumpscares, when everyone knew we were coming?
The answer: do what Ghostface does best, hiding him right behind fans through unexpected digital partnerships, subversive activations, and unmissable collabs, stunts, and social.
Soon, the campaign infiltrated everything about the Big Apple. But what if we didn't just bring Ghostface to fans' front doors, but brought fans to Ghostface's front door? What if he was a Ring user, just like any of us? What's waiting on *his* welcome mat?
In partnership with Amazon, we set out to develop a co-branded beat that would:
Here's how we helped one of horror’s biggest stars settle into his new city with a campaign that unsettled everyone else.
With Ghostface moving to the Big Apple for Scream VI, we partnered with Amazon Ring to bring things right to the murderer’s front door — literally.
Nobody likes to be interrupted by a delivery... especially Ghostface. In partnership with the Amazon Ring team, we wrote an original script and produced a custom hero spot that paid Ghostface’s apartment a visit for a humorous glimpse through his doorbell cam. The best part? Ghostface was voiced by none other than Roger Jackson, his voice in the films.
Ghostface’s partnership with Ring broke the door down, generating 10.9MM views, and driving earned coverage across the web, including JoBlo and Bloody Disgusting.
After amassing a new, franchise-best $100M at the box office, Ghostface doubled down on disc and digital, going on to become one of the top horror titles of the year across all channels. Not only did Scream VI outperform its projections to become a top title at-home, but it also set the stage for the next film, with fans clamoring for announcements for Scream VII during each content moment.
