Here’s something surprising from Twitter, it has just launched a series of custom likes that are firsts-of-its-kind as part of its promotion for the latest ‘Scream’ film. The film is set to be released in cinemas this week and brings together a mix of the original series of actors and a couple of new stars, seeking to connect the franchise with a broader range of fans.

Scream All You Like

As you can see in the official Tweet, the new animation will display differently in light and dark mode. The animation is triggered when users who follow @ScreamMovies like Tweets that include the hashtag  #ScreamMovie. The expanded set of actions could help boost engagement around the movie.

This new tie-in with Twitter marks the latest social media activation for the film, with its team also collaborating with other platforms to increase promotion, such as releasing a range of AR filters for Snapchat, Facebook, and Instagram. Also inbound are custom ‘Hashflag’ characters linked to the #12ScreamsForTheHolidays and #ScreamMovie Hashtags. On Messenger, there will also be a dedicated Q & A experience, powered by Movie Mate.

Part of the Hollywood ‘Legacy’ list, Scream is just one of those titles that leave a deep impression and one that you won’t surely forget, even after years have passed. The latest entry of the franchise, the movie is said to have a strong retro vibe, positioning itself to be a pop culture sensation, one that sparks new trends and engages various markets and demographics.

With cinemas still pretty much impaired by the pandemic, this is perhaps the best way forward for modern-day film promotion, using social media trends and online connectivity to build up hype and maximize interest and buzz surrounding release. These are the same reasons that make these activations interesting to observe, with Scream’s PR team reaching forth Hell or high water with social media promotions, across various apps, as it looks to tap into the digital consciousness or where modern consumers move and interact.

The Wrap

The pandemic has not only affected the operations of regular industries but of film and production as well, causing those within these fields to explore and find new ways to push promotions and gain momentum and hype for the latest and greatest upcoming movies. For the most part, what’s observed here is that if these engaging and highly participatory social media actions would lead to stronger promotional results for films, highlighting the most appropriate ways to allocate promotional spend, especially if they end up driving more people to cinemas.

A lot of the Scream film’s promotional budget clearly went into these activations, seeing as how some of the traditional promo avenues are non-viable during covid times. Will this shift the balance in future promotional approaches? More importantly, what does this spell for consumer habits and expectations moving forward? It’s definitely a first for Twitter. Hopefully, it won’t be the last.

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Sources

https://bit.ly/3tnBdeD