The horror franchise that flipped the horror genre on its head returned to the big screen, and fans were ready to SCREAM all over again! To commemorate the long-awaited return, our team set out to reignite interest in horror fans and introduce Paramount Picture’s Scream to a whole new generation of movie-goers. To do so, we knew we had to tap into the new, the old and everything iconic, and our campaign did just that.
While the Scream franchise has an endless roster of A-level celebrities, everyone knows that the main character in every installment of the film is the house- serving as the epicenter of Ghostface’ killing spree. Tapping into the nostalgia of both Scream and old-school MTV, we partnered with MTV Cribs to create a special edition tour of the infamous Prescott House we didn’t know was missing but that horror fans deserved. Film star Dylan Minnette gave viewers a tour of the house, complete with CRIBS trademark phrases and camera work. Fans went down memory lane as they were treated to an insider look at ‘where the magic happens’ on set. Leveraging MTV' massive social footprint, we anchored our five minute creative on the MTV Vault YouTube page, and seeded out additional posts across MTV and MTV Cribs Facebook, Twitter, and Instagram handles. Since MTV Cribs is a well-known IP globally, creative not only launched in the US but also rolled out in key territories to bring the fright + fun to fans around the world.
The nostalgia around these two franchises could not be ignored with high level media outlets like, Entertainment Weekly, touting the campaign and their overall excitement for the return of Ghostface. The anticipation and fandom did not stop with the media outlets - our custom creative reached Pararmount's targeted cross-generational audience, garnering 215.4K organic impressions and helping to launch the film to the #1 spot in its opening weekend, and earning $34 million domestically.
