THE 14TH ANNUAL SHORTY AWARDS

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

Scream VI - Ghostface Haunts the MET Gala

Entered in Organic Promotion, Real Time Response, Single Post or Activation

Objective

In Scream VI, Ghostface arrives in NYC for the first time in franchise history.

But to make franchise history of our own, we knew a killer entrance wouldn't be enough. How could we create a campaign of jumpscares, when everyone knew we were coming?

The answer: do what Ghostface does best, hiding him right behind fans through unexpected digital partnerships, subversive activations, and unmissable collabs, stunts, and social.

Given we wanted to infiltrate everything about the Big Apple, the perfect opportunity presented itself: a (blood) red carpet. After all, Ghostface doesn't need to be on the guestlist to leave a killer impression.

A few key strategies helped us ensure Ghostface killed his Met Gala stunt:

  1. Embrace Ghostface’s trademark wit without losing sight of the fact that he is the last person you want to meet in a dark alley
  2. Embrace the idea that Ghostface can find you wherever you are — whether on social, or a fashion event
  3. Leverage the full scope of Scream VI — its big city setting meant even bigger stakes, and an even bigger stage

Here's how we took Ghostface's iconic black robes and turned them into a "fashion statement" across social.

Strategy

The black cloak. The white mask. Ghostface's costume isn't just iconic — it proves fashion kills. To that end, we brought Ghostface right to Jenna Ortega on the red carpet of the Met Gala for a fake disruptive moment that humorously hijacked the fashion-first event.

Our journey began with a bold vision: to create a buzzworthy moment for Scream VI at the Met Gala, blending the worlds of horror and high fashion. Despite the uncertainty surrounding Jenna Ortega's attendance, we forged ahead, pulling the trigger on a production budget and crafting a detailed plan to bring our vision to life.

With only 72 hours to execute, we wasted no time and flew to New York City to set our plan into motion. Against the backdrop of the city that never sleeps, we captured b-roll footage at several NYC locations and constructed a duplicate set complete with fake reporters to recreate the electric energy of the Met Gala.

Our efforts were rewarded when Jenna Ortega was confirmed to attend the morning of the event. Once video footage of her landed online, we slashed into action, editing the final piece together in 30 minutes. This rapid turnaround allowed us to capitalize on the excitement of her Met Gala appearance and share the final product on social media within hours, resulting in significant engagement.
 

Results

The results of our Met Gala activation exceeded all expectations, with the video quickly becoming one of the top-performing content pieces on TikTok from the event. In 24 hours, the asset earned 12.5MM views, 3.2MM likes, and hundreds of thousands of new followers and comments — and on TikTok, the post is approaching 6MM likes, making it the most liked organic TikTok post from Paramount... ever.

26MM TOTAL VIEWS across all platforms - Ghostface x Met Gala Stunt

Media

Entrant Company / Organization Name

Armed Mind, Paramount Pictures

Links

Entry Credits