For Scream, we built social creative around something the franchise already had in abundance: 25 years of history, rules, deaths, inside jokes, and fans who knew all of it by heart. Rather than treating the new film like a clean slate, we used Ghostface and the mythology of the earlier movies as connective tissue, creating interactive games, trivia, anniversary moments, holiday content, and franchise callbacks that rewarded longtime fans while giving newer audiences an easy way into the conversation. The work helped turn the road to release into a celebration of what makes Scream fun in the first place (knowing the rules rarely means you survive them).
The original Scream turned 25 just weeks before the new film arrived, giving us a perfect opportunity to connect the franchise’s past and present. We developed anniversary creative that treated the milestone with the same dark sense of humor as the movies, using familiar horror imagery to celebrate a quarter century of Ghostface.
Know Your Fate turned one of horror’s oldest questions (how would I die?) into an interactive social game. Fans used the first letters of their first and last names to combine a setup with a final fate, creating personalized Ghostface encounters that ranged from heroic escapes to extremely Scream-appropriate deaths.
The franchise has always understood horror movies well enough to make fun of them. We leaned into those self-aware rules with social content that invited fans to decide which classic slasher mistake would be the one that finally got them killed.
Holiday content gave us another excuse to let Ghostface interrupt something wholesome. Instead of forcing the franchise into generic seasonal creative, we treated the holidays like another setup for a Scream punchline.
With more than two decades of victims, survivors, killers, fake-outs, and returning characters behind it, Scream had become its own trivia category. Dead or Alive challenged fans to prove how well they remembered the franchise before the new movie arrived.
