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, and hide him right behind fans through unexpected digital partnerships, subversive activations, and unmissable content.
This extended to video creative, in which we wanted to showcase Ghostface not only settling into the city, but unsettling everyone else.
To celebrate the digital window in which Ghostface could 'come home,' we did just that, crafting a hero asset in which the character infiltrates everything in the Big Apple, including fans' own homes. High-rise or studio, condo or penthouse, Ghostface made sure to come knocking.
A few key strategies helped us ensure Ghostface slayed this asset:
To activate the release of Scream VI on Digital platforms and Paramount+, our strategy embraced VFX and green screen techniques to produce an original and immersive social asset. By integrating audio from the film and a new voice recording from Roger L. Jackson, we were able to transport fans back into the heart of the Scream universe. This approach not only allowed us to push creative boundaries but also effectively heightened anticipation for the home release, making it a standout and engaging promotional piece within the digital marketing campaign.
The custom launch video asset proved Ghostface can be just about anywhere — even watching you in your own home. The custom video generated 2MM+ views in the first 12 hours of release and 8.9MM LTD; amplified by 17 Paramount channels, the post has reached 36MM fans and counting.
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.
