“Scream 6” on BeReal
How marketers are experimenting with the emerging social media platform
With the impressive growth of the social media platform BeReal, many have speculated when brands would eventually take advantage of its popularity. And while the inevitable has occurred, it’s not in the way many expected - at least in the case of Paramount Pictures and the Scream franchise.
BeReal has been following a similar trajectory to apps like TikTok and Instagram, although it boasts to be built on authenticity. Once a day, users post a front and back image of what they’re doing at a random moment, sharing only with the people they’re “friends” with. This kind of immediacy discourages brands from using their existing digital marketing techniques. As with TikTok, they have to blend their content to fit in with the rest of the users.
Filming for “Scream 6” has been underway since June and the marketing team at Paramount Pictures has taken to promoting it during production. The cast and crew have taken over a BeReal account, posting what they’re doing on set daily. It’s an effort to show the authentic side of production, showing behind-the-scenes content – the cast interacting on set, getting their hair and makeup done, etc. The account even made headlines for an image of Hayden Panettiere, casually announcing her return as a cast member.
With the “Scream” franchise being very popular already, a daily BeReal post builds excitement for the sixth installment early on. Plus, the franchise is known already for its innovative marketing campaigns. Partnerships with popular social media accounts like Overheard LA and DeuxMoi helped the most recent installment reach consumers in unique ways.
Movie studios have pivoted a lot of their marketing dollars to platforms like TikTok to reach younger consumers and stay current in a rapidly expanding social media environment. Marketing teams have had to prioritize innovation, seeking out creative promotional methods to cut through the cluttered media environment.
Beyond just the Scream franchise, Paramount Pictures has been a great example of breaking through the clutter, with a lot of the success of “Top Gun: Maverick” being fueled by social media. Facilitating conversation on TikTok, including playing into a love for Miles Teller, aided the movie’s longevity at the box office. Efforts to get involved in these environments have clearly been worthwhile, so it will be interesting to see if BeReal is as effective.