When we announced the new MEAN GIRLS movie for 2024, we knew we wanted to make the holiday season extra special and memorable. So how do you do that? We launched our 12 DAYS OF FETCH.
Our key goals were:
In celebration of Mean Girls and the holiday season, we launched our 12 DAYS OF FETCH with exclusive content and grool giveaways from our branded partners. We drove awareness and social conversation leading up to the release of Mean Girls, with a social countdown event leading up to Christmas Eve and leveraged Instagram, TikTok, and Facebook as its primary engagement channels.
Each day, we incentivized legacy fans and gained new fans alike with an opportunity to win prizes from our branded partners such as an exclusive Mean Girls prize pack from American Eagle, a limited edition Stanley Cup, digital and themed physical gift cards from Cinnabon, Regal Cinemas hometown screenings, trip to our pink carpet premiere in New York City and many more.
We brought exclusive content to Mean Girls fans including dance tutorials by the film's world-renowned choreographer, Kyle Hanagami so everyone could learn to dance like The Plastics. On one of the days, we even launched our very own Burn Book for fans to create their own personalized Burn Book pages to share on social. We also launched a CapCut template for TikTok users and partnered with Facetune to create a limited edition Burn Book AI presets.
Our challenges were standing out during a busy holiday season and simultaneously capturing Gen Z's attention. With 36.2 million impressions over 12 days, we were able to make fetch happen!
Across the 12 DAYS OF FETCH, Mean Girls accomplished the following:
