MEAN GIRLS is the new movie based on a musical based on a movie from 20 years ago. Our campaign had the clear objective of making fetch happen, while addressing these key pillars along the way:
- Spread awareness to Gen-Z audiences
- Honor an existing Millennial fanbase of the original film
- Convert social chatter to a successful opening weekend
- Make the new film a part of the zeitgeist
Offer target audiences first-to-market experiences:
- Releasing the first film in its entirety on TikTok as a 24-hour stunt
- Launching the first-ever CapCut trailer on TikTok
- TikTok’s first live concert sponsored by MEAN GIRLS
- Snapchat’s first-to-market lens collection featuring 4 exclusive lenses
Strong brand presence:
- #MeanGirlsDay trending across social platforms with 125,000 new TikTok followers in one day and October 3rd clip getting 5.4M views
- Eras Tour movie in-theaters only trailer to hype Swifties/ Gen-Z
- Burn Book Generator and Capcut social shareables
- Facetune limited-edition AI presets and make-up looks
- Talent and Creator-led top trending content
- Original TikTok Capcuts and Sounds incorporating footage and dialogue from the film
Strategic Partnership Activations to reach broad audiences
- 12 Days of Fetch featuring exclusive content drops and giveaways with prizes from partners such American Eagle, Stanley Cup and Motorola.
- Instagram partnership with @Instagram takeover, custom chat theme, eventized creator screening and @threads editorial
- Google Easter Egg
- Uber Teen free rides to theaters on opening weekend
- Deuxmoi
- Overheard
- Betches
#1 movie in America for 3 weekends in a row
Over $100 million in Worldwide Box Office
An inescapable cultural moment and strong brand presence
Everyone was talking about MEAN GIRLS
Video for MEAN GIRLS (2024) | DIGITAL CAMPAIGN
