We partnered with Fox to bring The Masked Singer's 12th season to life across social media, engaging both loyal fans and newcomers alike. Our goal was to make sure the season felt like a can't-miss event which involved the ideation and creation of fresh social content to attract new viewers, while bringing back fan-favorites like weekly spoilers, clue drops, and costume reveals, with a fun new twist.
Embracing the playful, wacky energy of The Masked Singer, we created over 100 dynamic video and static assets across social channels.
To help audiences relive the magic of each episode, we brought to life Silhouette Recaps, which featured weekly episode highlights using costume silhouettes and high-energy judge reactions to transition between moments.
Drawing inspiration from the show’s masterful costuming, we also introduced zoopraxiscope-style countdowns, adding a hypnotic, rotating movement to a select few costumes to catch the eye of those scrolling. In addition to introducing new countdowns, we engaged audiences with a new, interactive crossword-style reveal of the contestants, creating fun, custom clues for them to decipher!
To build anticipation for the finale, we launched Singers in the Wild, a faux digital OOH piece that made The Masked Singer posters appear to come to life, blurring the lines between the digital and physical worlds.
And to keep the fun going, we helped bring back classic spoiler and clue reveals with a twist on Instagram Stories - debuting Shake Clues and Shake Spoilers, interactive features that let users shake their phones to uncover exclusive spoilers and clues. This not only kept fans on their toes but also drove engagement, making the campaign equally fun to watch and participate in from home.
With over 100 social deliverables, more than 75,000 likes, and a season of tight turnarounds pushing out weekly content to an average of 3 million viewers, the campaign was a success - igniting ongoing conversations each week across Instagram, Twitter, and TikTok that captured the attention of both new and returning fans.
