Ahead of the October release of the original film Pet Sematary: Bloodlines, Paramount+ took to social media to produce something special. Creating a TikTok AR filter for pets was no easy feat, but the results were scary cute. The filter was designed to not only zombie-fy your pet, but also leave you in stitches!
To build organic buzz for Pet Sematary: Bloodlines premiering on Paramount+, we worked with TikTok to create an AR filter that would bring users into the world of the film by zombie-fying their pet! Though we were utilizing a TikTok paid product, we made the strategic decision to forgo explicit branding on the filter to encourage organic usage and spread. To maximize our launch moment, we tapped horror-centric brand partners Paramount Scares and Awesomeness After Dark to join us in a triple coordinated launch day amplification.
The AR filter on TikTok gained 87,672,504 Video Views (600x over TikTok average), 149,664 Videos Created (53x over TikTok average), and 2,919,300 Total Engagements. In addition to that quantifiable success, our branded effect was organically incorporated into a trending TikTok sound and utilized by several TikTok influencers unprompted. This was a huge success in promoting the new movie and creating fan engagement at home.
