In A Quiet Place: Day One, the Death Angels descend on New York City, and silence becomes the only way to survive. To engage Gen Z and grow the fan base, Paramount partnered with QYOU on a large-scale short-form video campaign across TikTok, Instagram Reels, and YouTube. With new characters and a fresh setting, QYOU used top creators, custom creative, and interactive formats to make the story thrilling and relevant. The result: massive engagement, cultural buzz, and a campaign that immersed both longtime fans and new audiences in the film’s suspense.
The campaign covered key marketing beats, including World Cat Domination Day (celebrating the film’s featured cat), a ticket giveaway, and the custom Skyted Mask, all culminating in the week leading up to the film’s release.
The campaign’s highlight was a QYOU-produced digital stunt on TikTok, featuring five top creators with a combined reach of 43 million subscribers, crafting an innovative and collaborative series with an epic finale. The stunt asked, “What if creators tried to survive ‘Day One’?” QYOU ensured authenticity by collaborating with creators to develop unique posts capturing their POVs and reactions to the Death Angels infiltrating NYC. Surprise cameos and cross-appearances added engaging elements as their worlds collided in an iconic Brooklyn bodega, taking fans along for the ride. This blend of storytelling and influencer collaboration not only brought the world, creatures, and settings to life but also sparked cultural conversations about seeing A Quiet Place: Day One in theaters.
The primary goal was to drive mass awareness, anticipation, buzz, and social conversation to boost box office sales for A Quiet Place: Day One.This film’s major differentiator in the franchise was its focus on “Day One,” set in a new environment with a different cast of characters. QYOU’s strategy centered around the question: ‘Where were YOU on Day One?’ This theme was explored through the influencer campaign and a digital short video that sparked fan interest as creators learned the rules of surviving A Quiet Place: Day One together, increasing engagement and driving ticket sales.
The campaign for A Quiet Place: Day One faced several challenges. As the third film in the franchise, it introduced a new set of characters and a “Day One” premise, making it crucial to captivate audiences with fresh intrigue. QYOU had to bring this premise to life through innovative storytelling and production, navigating tight timelines and coordinating travel for multiple creators. Filming in a busy Brooklyn bodega added complexity, but QYOU leveraged strong relationships with creators and experience filming at Ocky’s store to overcome these hurdles. The team meticulously planned individual creator posts and the digital short, adapting to last-minute changes. Creators embraced the challenge of filming intersecting storylines, requiring flexibility and quick thinking. Sound design was also critical, especially for phone speakers, and QYOU collaborated with Paramount to incorporate authentic sound effects from the film, including the iconic Death Angels’ sounds, enhancing the shorts’
authenticity and appeal.
The interactive storytelling approach made audiences feel like they were part of the experience, while the collaboration between influencers created a compelling and shareable moment. The campaign harnessed the power of viral formats, cross-channel engagement, and surprise cameos to drive buzz and engagement leading up to the film’s release.
QYOU’s unique approach generated early awareness and excitement through innovative TikTok stunts and engaging content, initially promising 10 branded posts with a reach of 15 million subscribers and 5.5 million views.
QYOU exceeded expectations, generating 35.7 million views (637.9% above target) thanks to QYOU’s strong influencer partnerships and cross-platform promotion.
The campaign reached 69.1 million subscribers across platforms (457.4% above target). The content drove audience engagement and ticketing site visits, achieving a benchmark-breaking 4.14% engagement rate and a 3.03% click-through rate.
Central to this success was QYOU’s dynamic TikTok stunt, captivating audiences with hilarious one-liners and surprise cameos, generating over 7.9 million views and reaching 49.5 million followers.
QYOU’s digital short also went viral on the @ParamountPics channel, amassing over 2.5 million views in five days with a 14% engagement rate, sparking significant buzz in anticipation of the film.
QYOU’s creative storytelling and influencer strategy drove engagement and conversation, ultimately contributing to a record-breaking opening weekend at the box office for A Quiet Place: Day One. This demonstrated the power of innovative storytelling and effective collaboration with influencers to make a cultural impact and significantly boost ticket sales.
