The Shorty Awards honor the best of social media and digital. View this season's finalists!

Rabbit Hole - P+ Instagram Takeover Infiltration Campaign

Finalist in Instagram


In an effort to promote their new original series Rabbit Hole, the Paramount+ social team interrupted the brand’s status quo with a risky social stunt set inside the world of show - one of deception, brutality, and intrigue.


To promote the debut of the new series, our social team took a big risk - hack the Paramount+ Instagram account. The account was stripped of Paramount’s iconic blue and replaced with Rabbit Hole yellow as a series of viral posts appeared across all social media platforms - the same day as the series premiered on platform. Designed to give the illusion that a hostile entity had commandeered Paramount+'s accounts, this ruse utilized the unique black-on-yellow iconography of the show's logo and key art, as well as the digitized 'glitch' effects and pseudo-code to help sell the immersive AR experience. As fans grew concerned, our brand partners like Showtime, Smithsonian, CBS, AwesomenessTV, and Nick Jr amplified the stunt across Stories.


As the stunt concluded, the Instagram Takeover amassed 125K Instagram video views, 665.9K impressions across all platforms, and profile visits jumped by 36%.


Entrant Company / Organization Name

Paramount+ with SHOWTIME


Entry Credits