To unmask collaborations worthy of the center stage, FOX Entertainment partnered with signature brands like Barbie, Ghostbusters, Transformers, Shrek, Crayola, and Peanuts among many others, creating experiences that elevated the show, amplified our partners, and delivered meaningful results. The goal of this project was to put The Masked Singer at the center of culture by using highly creative brand collaborations to create social moments fans couldn’t miss and would drive them to watch the episode that same night of the social posts. We set out to partner with iconic brands in ways that aligned with the show’s over the top, theatrical energy while giving each partner a moment in the spotlight. Rather than relying on traditional promotion, our focus was to use nostalgia-driven experiences that caught the eye of fans, build hype and encourage them to engage, share, and join the conversation. We wanted every collaboration from Barbie to Ghostbusters, Transformers, Shrek, Crayola, and Peanuts to feel custom and memorable. Another key objective was to deliver real value to our partners by creating content they were excited to amplify across their own channels.
Each activation was designed social first, with short-form videos, memes, and interactive elements that could travel across platforms and invite fan participation. Execution of the creative required close coordination across creative, production, legal, and partner teams. We developed bespoke assets for every collaboration: rolling out a pink-carpet moment with Barbie, unleashing meme-ready “panel-geists” with Ghostbusters, tapping into retro nostalgia with an ’80s-style Transformers toy commercial, and creating hands-on fan engagement through Crayola coloring pages. Key features included celebrity integrations, humor driven storytelling, interactive fan submissions, and visual cues that made each partnership instantly recognizable in-feed. One of our biggest challenges was balancing multiple high-profile brands simultaneously, each with unique guidelines, approvals, and timelines, while maintaining a consistent creative standard. We overcame this through upfront alignment and constant collaboration, which allowed us to move quickly without sacrificing quality. Another challenge was translating the show’s theatrical energy into social-first formats that captured attention in what can be seen as an oversaturated landscape.We solved this by leaning into bold visuals, humor, and nostalgia-driven storytelling that resonated with fans across generations. What makes this work unique is that it didn’t feel like branded content, it felt like entertainment. By blending fandom, performance, and participation, we created moments fans wanted to share and engage with. From Barbie and Ghostbusters to Transformers, Shrek, Crayola, and Peanuts, every activation was designed to be memorable and interactive.
Ultimately, the project aimed to prove that the right brand partnerships can elevate the show, energize social, and make a massive impact, bringing millions of fans to center stage and generating over 3 million impressions and more than 5 million in total impact. We also consider the project a success because it achieved the core creative goal: making the collaborations feel like entertainment rather than traditional branded content. Moments like Barbie’s pink carpet activation, Ghostbusters’ “panel-geists,” and the Transformers toy commercial were widely shared, engaged fans across generations, and even leveraged nostalgia in a way that strengthened emotional connections with both the show and the partner brands. Several partners actively amplified the content on their own channels, highlighting that our work delivered creative value that resonated with them as much as it did with fans.